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advertising.yahoo.com 866-924-6676 retail.search@yahoo-inc.com
ContaCt
a Yahoo! Account Executive today to learn what Search and Display can do for your business.
advertising.yahoo.com 866-924-6676 retail.search@yahoo-inc.com
ContaCt
a Yahoo! Account Executive today to learn what Search and Display can do for your business.
Copyright © 2007 Yahoo! Inc. All rights reserved.
Y a h o o ! R e s e a R C h Y a h o o ! R e s e a R C h
The Internet has had a major impact on the consumer shopping experience. While consumers have theoption to purchase online, the majority of shoppers turn to the Internet to “pre-shop” for informationabout products before they head into the store to make a purchase. They have begun the shoppingprocess without you or your sales team having even met them. And research demonstrates that these“pre-shoppers” who are exposed to online advertising may be among the most valuable customers fora retailer.From April 2006 to January 2007, Yahoo! partnered with comScore to study the impact of searchmarketing and display advertising on consumer shopping behavior and the in-store sales ofmajor retailers. The study involved more than 175,000 panelists and compared the behavior ofthose exposed to online advertising versus those who were not exposed. The resulting in-storepurchases were observed at five major retail stores from diverse segments including major nationaldepartment stores, a major apparel retailer, and one of the world’s largest sellers of office products.The campaigns generated more than $10.5B in total revenue for our advertisers, of which $2.4B wasincremental revenue.Following are the results of the study.
The JC Penney website is our shopping hub for consumers whether they’re planning to buy online or in-store. Therefore, we are continually focused on developing online marketing and merchandising programs that help us understand the relationship between our customers’ online engagement and our in-store sales.
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Dave AbbotVice President of MarketingJC Penney
Implici fr Mrkeer
The results of this study indicate that the availability of product and retailer information online, as wellas exposure to online advertising, is fundamentally changing the way consumers shop. It’s important forretailers to understand the full impact their online presence—as well as their competitors’ presence—mayhave on consumer in-store behavior.Retail marketers now have the tools needed to more accurately measure and compare online marketingROI to more traditional media ROI. By factoring the in-store sales impact, you account for the full valueof your online marketing program. This includes display’s strength in reach and search’s strength in lift.Retailers should carefully evaluate their online marketing mix to ensure an optimal integration of bothsearch and display. Marketers should consider increased usage of behaviorally targeted online display adsfor maximum impact.Our online marketing tools can provide a significant opportunity for your ads to get in front of the rightconsumer at the right time with the right product. As these research heavy consumers engage with yourproducts online, you can influence their eventual in-store purchase. In order to maximize the opportunityfor consumers to “pre-shop” your products, retailers need to think beyond e-commerce when designingtheir websites and advertising landing pages—they should consider the needs of consumers for “pre-shopping destinations”—engaging and informative websites that offer in-depth product information,consumer reviews, a variety of visuals, product comparison tools, opportunities to check local in-storeinventories online, and other interactive tools that provide consumers ways to engage at a deeper levelwith your brand and your products.
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Reerch olie, Buy offlie:
The Impact of Online Pre-Shopping on Consumer Shopping Behavior
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