Wednesday, April 17, 2013

German multi-channel study

According to a new multi-channel study of the German ECC Cologne Institute in cooperation with Hybris the influence of online stores on retail outlets is increasing.
Credit: ECC/Hybris
German consumers rely increasingly on search engines and online stores before purchasing at retail outlets. Almost 58 percent of German consumers search directly in the online shop of the selected supplier. Austrian consumers use online stores for the selected supplier (74.4%) while in Switzerland in addition to these online shops (60.2%) also use search engines (51.1%)  before consulting a retail outlet.
The graph shows the impact of different channels on purchase behavior. 32,1 percent of purchase in physical shops are prepared by search in online shops and account for 50,2 percent of physical store revenue.

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