A segmentation of online and offline shoppers

Date of publication: September 23, 2001

Abstract:

The paper describes an in-depth segmentation analysis of online and offline shopper activity and explores the demographic and cybergraphic similarities and differences among the various segments. In addition, key driver analysis provided us with a deeper understanding of what drives consumers to spend and make purchases online. This type of research will be of use to retailers both online and traditional to improve their marketing and retailing strategies by gaining a better understanding of their customers' online and offline behavior.

Lori Iventosch-James

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Katie Lamont

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Kyle Karnes

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Research Papers

Research Papers

Research Papers

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