Below is a snapshot of the Web page as it appeared on 11/22/2010. This is the version of the page that was used for ranking your search results. The page may have changed since it was last cached. To see what might have changed (without the highlights), go to the current page.
You searched for: "research online buy offline" (site:www.ysmblog.com) We have highlighted matching words that appear in the page below.
Yahoo! is not responsible for the content of this page.
Implications for Marketers
      advertising.yahoo.com 866-924-6676 retail.search@yahoo-inc.com Conta Ct 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 Conta Ct a Yahoo! Account Executive today to learn what Search and Display can do for your business. Copyright © 2007 Yahoo! Inc.  All rights reserved. Ya hoo! R esea R C h Ya hoo! R esea R C h The Internet has had a major impact on the consumer shopping experience. While consumers have the option to purchase online, the majority of shoppers turn to the Internet to "pre-shop" for information about products before they head into the store to make a purchase. They have begun the shopping process 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 for a retailer. From April 2006 to January 2007, Yahoo! partnered with comScore to study the impact of search marketing and display advertising on consumer shopping behavior and the in-store sales of major retailers.  The study involved more than 175,000 panelists and compared the behavior of those exposed to online advertising versus those who were not exposed.  The resulting in-store purchases were observed at five major retail stores from diverse segments including major national department 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 was incremental 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. " " Dave Abbot Vice President of Marketing JC Penney Implications for Marketers The results of this study indicate that the availability of product and retailer information online, as well as exposure to online advertising, is fundamentally changing the way consumers shop. It's important for retailers to understand the full impact their online presence—as well as their competitors' presence—may have on consumer in-store behavior. Retail marketers now have the tools needed to more accurately measure and compare online marketing ROI to more traditional media ROI. By factoring the in-store sales impact, you account for the full value of 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 both search and display. Marketers should consider increased usage of behaviorally targeted online display ads for maximum impact. Our online marketing tools can provide a significant opportunity for your ads to get in front of the right consumer at the right time with the right product. As these research heavy consumers engage with your products online, you can influence their eventual in-store purchase. In order to maximize the opportunity for consumers to "pre-shop" your products, retailers need to think beyond e-commerce when designing their 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-store inventories online, and other interactive tools that provide consumers ways to engage at a deeper level with your brand and your products. Research online, Buy offline: The Impact of Online Pre-Shopping on Consumer Shopping Behavior
Copyright © 2007 Yahoo! Inc.  All rights reserved. search marketing plus display advertising can drive higher return. This study examined the individual impact of search marketing, the individual impact of display advertising and the synergistic impact of an integration of search and display. Search marketing has a greater impact on in-store sales lift, three times that of display advertising. When consumers in the study were exposed to search only, on average they spent $16 in the store for every $1 they spent online.  However, the number of consumers reached via search is much smaller than display, creating a relatively small pool of pre-shoppers with a relatively high propensity to purchase in-store. Display advertising has a greater impact on total in-store sales volume, with three times the reach as search marketing.  Consumers exposed to display advertising spent an average of $6 in the store for every $1 they spent online.  In other words, display advertising drives three times the in-store sales volume while search drives three times the in-store sales lift. While both search marketing and online display advertising can demonstrate significant value in driving sales, our study showed that the sales impact of an integrated search and display campaign is significantly stronger than either channel used in isolation.  This study demonstrates that exposing consumers to both search and display can result in significantly higher lifts in site engagement, in-store purchasers, their average order size, and subsequently the total in-store sales revenue. continued In-store sales start online. Years ago, shopping was an in-store event. Today many people are going online to research products and pre-shop before they even step foot in a store. In fact, according to BIG Research, 89% of consumers making in-store purchases in key retail categories have conducted online research prior to purchase.2 This pre-shopping behavior, while relatively new, has become a common activity prior to a variety of purchases—both large and small. According to the study, when pre-shopping consumers are exposed to online advertising (search listings or display ads or both) they engage at a deeper level with your web site, viewing an average of 6 more pages than those not exposed, a 53% increase. In the study, these more highly engaged, online advertising exposed consumers demonstrated a much stronger propensity to make a purchase, resulting in a 43% lift in total revenue, of which 88% of the sales revenue generated from the online advertising budget was from consumers that purchased in the physical store. Additionally, this online advertising exposed consumer may be your most valuable consumer, as a Forrester Research study noted that 45% of consumers who research online buy additional products in-store when they buy the product they researched online.3 The results of this study demonstrate that those exposed to online advertising spend an average of 29% more on their in-store purchase than those who are not exposed. online advertising drives in-store sales at a 6:1 ratio to online sales. Most retailers know that online advertising drives online sales. According to this study, online advertising drives in-store sales at a much higher rate than online sales, indicating the value of online advertising is perhaps many times greater than currently recognized. When factoring in only online revenue, the cost as a percent of revenue for online advertising averaged approximately 11%. When you factor in the full impact of online advertising on in-store purchase behavior, the cost as a percent of revenue for online advertising is more accurately calculated at 0.5%.4 $1 search & Display Search Display Lift in In-Store Purchasers 43% 26% 6% Lift in Pages Viewed 68% 46% 37% Lift in $ Per Purchaser: In-Store 83% 26% 11% Lift in Incremental In-Store Dollars 90% 43% 15% search plus display drives significantly higher sales and online engagement 1 Traditional Search CPR Online  Ad Spend Incremental Online Revenue Holistic Search CPR Online  Ad Spend (Incremental Online + Offline Revenue) 0.5% online advertising drives in-store sales FIG 2 FIG 3 FIG 4 online advertising can be a highly cost effective way to drive in-store sales C ost P er R evenue fig 2 fig 3 fig 4 1 1 & 4 $6 In-Store Revenue Online Revenue 6 to 1 11% 1 68% Lift vs. Control Group 1     From Clicks to Bricks: The Impact of Online Pre-Shopping on Consumer Shopping Behavior,       Yahoo! and comScore, 2007 2    BIG Research, 2007 3    Forrester State of Retailing Online, 2007 4    Cost assumptions made based on YSM pricing for top retail search terms.
    see original