Over the past few posts we have been examining the impact that online has on in-store sales. So far we have approached this from a few angles; measurement and testing methodology. Today we are going to approach the topic from another angle; custom research.
Ken Cassar, VP of Industry Insights at Nielsen Online, has joined us to share the findings of his report called "Pinpointing the Value of Multi-Channel Behavior". For the research Ken used Nielsen's online and Homescan panels which allows Nielsen to track online website visitation as well as actual offline purchases. Therefore, Ken was able to measure the effect of website visitation on offline sales and to better understand the role of the Internet in both high consideration and low consideration purchases.
Please watch the video interview below and you can download the report here: