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REPORT: Is your web site W2S compatible?
Todd Jamieson
**** Copyright Todd Jamieson 2005 ----- Todd Jamieson, EnvisionOnline.ca (www.envisiononline.ca) ****
First there was B2B, then B2C and now W2S. In what some like a never ending list of acronyms, W2S is something that retailers should actually pay attention to.
So what is W2S anyway?
W2S stands for Web to Store shopping. It is becoming one of the fastest growing methods of shopping - conducting research online before you go to the store.
Preferring the comfort of pajamas and a hot cup of coffee to traipsing through stores, searching for elusive salespeople, it is estimated over 83 million Web-to-Store (W2S) shoppers research their products online before heading to the store to make their actual purchase.
According to two recent studies, one completed by the The Dieringer Group, the other by Fry Inc., comScore Networks Inc. and The E-Tailing Group Inc., nearly one-third of consumers shop for their products on the web before heading out to buy the item at the store. W2S shoppers rely twice as much on the Internet for product and sale information than on any other form of shopping media.
The top reasons W2S shoppers use the internet as a research tool before shopping are:
- To check availability and location
- To get product or category information
- To search for gifts
- To save time at the store
There are many things you can do to your site to make it appealing to this new type of shopper, such as providing downloadable information, comparison charts, printable specifications and easy-to-understand directions and store information (like hours of operation etc.).
Click here to contact us for a free web site analysis.
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