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A segmentation of online and offline shoppers

Date of publication: September 23, 2001

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Company: Harris Interactive (Europe)

Authors: Lori Iventosch-James, Katie Lamont, Kyle Karnes

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

Author

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Katie Lamont

Author

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Kyle Karnes

Author

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Iventosch-James, Lamont and Karnes (2001a, September 23). A segmentation of online and offline shoppers. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/closing-the-offline-online-gap