October 5, 2005

How The Web Is Changing In-Store Experiences

Early Signs Of Shopping Convergence Appear In Stores

by Tamara Mendelsohn, Nikki Baird

with Carrie Johnson, Sean Meyer

Executive Summary (This is a document excerpt)

Consumers are now firmly established as multichannel creatures, especially when it comes to shopping — and they are demanding the same benefits of the Web in stores: more information about products and fulfillment, more fulfillment options, and most important, control over the shopping experience. How do retailers respond to these demands? Early examples of shopping convergence appear in in-store media, kiosks, and even handheld devices. None of it is new — the technology has been around and in some cases in use for awhile — but consumer readiness has finally arrived.

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