Does online drive retail consumer purchases or the opposite? A multi channel analysis through MegaPanelTM

Georges Mao

How people simultaneously use various channels while searching and purchasing products and services becomes a major question should a firm intend to use the Internet as a complementary channel in the purchasing cycle of consumers aside from stores or direct sales channels such as telephone or mail order catalog.

Does Online Drive Retail Consumer Purchases or the Opposite?

A Multi Channel Analysis Through MegaPanel™

Georges MaoNielsen//NetRatings for EMEA, United Kingdom

BACKGROUND

Over the past years traditional retail companies have paid much interest to the issue of integrating the Internet channel into the overall distribution platform of products and services. New research methods combining online survey techniques along with metered clickstream behavioural data on MegaPanel are for the first time allowing companies to understand the contribution that the Internet makes to overall consumer purchase patterns of retail chain stores and mail order companies.

These measures of online impact are...

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