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Shoppers Browse Mail, Mall, Web
February, 2003 THE MOST SUCCESSFUL online retailers understand the multichannel habits of today’s shoppers, Professor Haim Mendelson told a fall Alumni Weekend audience. The codirector of the GSB’s Center for Electronic Business and Commerce argued that the rise of electronic commerce was over hyped and so is news of its decline. Online sales are still increasing for firms that have learned customers don’t stay within categories, such as shopping only at a retail store, online, or via catalog. The online sales of Lands’ End peak a few days after a traditional paper catalog is mailed, Mendelson said. Car shoppers shift back and forth between websites like Autobytel and car lots. Wal-Mart’s photo service allows customers to drop off film at a store and collect digital images electronically. Online shoppers are different in one respect, Mendelson told the audience during the Sloan Distinguished Faculty Lecture. While they may plan what to buy on weekends, surveys indicate the most popular time to buy is around 9 A.M.. on Mondays. |
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