Ernst & Young: Merchant Focus Too Narrow

Share this content:
By Michael Bush


By using sales as the sole gauge of Web commerce, industry experts are missing the Internet's ability to drive consumer purchases to other distribution channels, concluded an Internet shopping report released last week by Ernst & Young, New York.


According to the study, while 32 percent of consumers with online access buy products over the Internet and only 4 percent make more than 10 purchases a year, 64 percent research products online and then buy them through traditional channels.


Also, 90 percent of the respondents said that online research is valuable for future purchasing decisions. Fifty-six percent said they like the Web's ability to offer comparison shopping.
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above