Search is vital for maximum impact this holiday season

Share this content:

As the busiest retail season approaches, business owners can use search strategies to boost not only e-commerce, but also offline efforts.

Over the last year research from various sources suggests that consumers search activity can lead to increased in-store conversion.

Forty million U.S. consumers have had their opinions of offline brands changed by what they've found online, according to the latest American Internet User Survey done by The Dieringer Research Group Inc., Milwaukee, WI.

Seventy-four percent of people said they regularly or occasionally research one or more products online before purchasing in a store, said the Feb '05 Consumer Intentions and Actions Survey conducted by BIGresearch for the National Retail Federation.

The CMO Council's Retail Fluency Report, published in Summer 2005, said 50 percent of consumers surveyed use the Internet prior to their store visit - of that half 41 percent used search.

Seventy-eight percent of those who searched online and purchased offline said the information they got through search influenced their store visit and offline purchase, according to the finding of Compete Inc.'s Search and the Engaged Customer: An Apparel Study, which was released last November by the researcher in partnership with Yahoo Inc.

Businesses should assess their online strategies to capture sales across all channels, according to a recent study by the Aberdeen Group. It showed that over 60 percent of retailers found multichannel buyers to be more profitable than single-channel buyers.

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences.

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