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ABSTRACT:
The Internet has eclipsed radio, TV and magazines as a source of influence on in-store retail consumer electronics buyers, according to The CMO Council's Retail Fluency Report, which details the effect that online research has on retail buying inclinations and outcomes conducted offline. Findings from a poll of nearly 350 shoppers exiting BestBuy, CompUSA and Circuit City stores in four US markets suggest that Internet research helps solidify brand awareness, increases product influence, and can drive in-store traffic.
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