Online retailers face tough task attracting offline store shoppers

[mandy]

When it comes winning over shoppers to multiple channels, it may be more difficult for online retailers to attract store shoppers than it is for stores to attract online shoppers...

The study, “Transforming the Multi-channel Shopper,” found that, among shoppers who primarily shop online, 84% were “very or extremely” satisfied with their Internet shopping experience, but only 67% were satisfied with their store shopping experience. The study is based on a survey of about 2,500 consumers in April 2006, including about 2,000 “online shoppers” who had made an online purchase within the prior six months and 500 “offline shoppers” who had purchased only offline during the same period...

full article: http://www.internetretailer.com/dailyNews.asp?id=19215

[maggie777]

the implication for online retailers is a rising cost of customer acquisitions,” he says. “At some point, online retailers may need to rethink their acquisition vs. customer retention strategies.”

Customer retention takes precedence over acquisition.  The costs are lower and the rewards higher.