This survey highlights findings on consumer online shopping behavior and preferences for researching products online that can be purchased locally. The key findings are: 1) Consumers spend a significant amount of time (over 40%) researching products online prior to purchasing. Manufacturer websites, retailer websites, and search engines are the top resources for online product research. 2) Shoppers invest considerable time researching large purchases like computers and appliances online before buying locally. They value websites that provide up-to-date product information, reviews, and local store and inventory availability. 3) Consumers who purchase items online but pick up in store are primarily motivated by shipping cost savings and convenience. Ensuring the right product is available locally

1. Web/Store Cross-Channel
Shopping Survey
Lauren Freedman, president, e-tailing group
Sherry Thomas-Zon, vp marketing, Krillion
March 2008
This presentation offers highlights of a detailed study.
To see supplementary data or to discuss the survey findings with
the authors, please email Tim Cox at tim@zingpr.com

2. Purpose and methodology
To better understand the mindset of consumers who research products
online that lend themselves to purchase at a local store.
The study highlights the role of Internet information resources, the retailer
channel, and web-to-store convenience options offered online—such as
in-store pickup and inventory availability—in shaping consumer purchase
decisions.
• Survey completed February 2008
• 1,000 consumers sampled
• 50% male, 50% female
• Spend at least $500 online annually
• Purchase online at least 4x per year
Source: Web/Store Cross-channel Shopping Study, Krillion & e-tailing group, February 2008
2

3. Prior to buying, consumers are spending
considerable time online in ‘research mode’
What percent of the time you spend shopping
(store/web/catalog) involves researching products online?
25%
26%
42 percent of
21% shoppers spend
16% more than half of
12% their total
shopping time
researching online
1-14% 15-29% 30-49% 50-74% More than 75%
% of time spent researching products online
Source: Web/Store Cross-channel Shopping Study, Krillion & e-tailing group, February 2008
Q3
3

4. Shoppers invest considerable time researching
products that lend themselves to local purchase
Thinking a ga in a bout the se sa m e ca te gorie s, how m uch tim e ha ve you or would you typica lly spe nd re se a rching prior to
m a king your purcha se ?
SPORTS/
CONSUMER PERSONAL & LAWN/PATIO
COMPUTERS APPLIANCES BABYGEAR OUTDOOR
ELECTRONICS CAR AUDIO /GARDEN
GEAR
We e ks or e ve n m onths 40% 34% 26% 24% 11% 10% 9%
Se ve ra l da ys 40% 42% 47% 39% 34% 28% 28%
1 da y 8% 8% 11% 13% 18% 14% 20%
3-5 hours 6% 6% 7% 8% 7% 8% 11%
1-2 hours 5% 8% 8% 9% 16% 14% 17%
No tim e a t a ll 1% 2% 1% 7% 14% 26% 15%
Computers and appliances top the list of research time invested with consumer electronics and
personal/car audio also seeing significant investment of shopper time.
Source: Web/Store Cross-channel Shopping Study, Krillion & e-tailing group, February 2008
Q8
4

5. For complex product categories,
manufacturer websites are the #1 destination
When shopping for a specific manufacturer's product (i.e. GE dishwasher, HP Printer or
Panasonic HDTV) which online resources will you typically use to conduct your research?
Select all that apply.
Visit the manufacturer's website 72%
Go to one of my favorite retailers online to learn more about
54%
what they have to offer and their prices
Go to a comparison shopping engine to check out prices of
50%
the products in which I'm interested
Conduct a search online and look at a handful of search
47%
listings found
Visit a store or several stores to preview the product and
38%
then go online to learn more
Go to a search engine that has brands I'm looking for and
30%
local information about availability and pricing
Other* 4%
Source: Web/Store Cross-channel Shopping Study, Krillion & e-tailing group, February 2008
Q6
5

6. Top 3 essential online resources:
manufacturers, retailers, search engines
Please rate each of the following web resources based on how
essential they are to your online product research.
Most Somewhat Least
essential essential essential
Manufacturer websites 61% 35% 4%
Retailer websites 54% 42% 4%
Search engines 53% 41% 6%
Shopping comparison sites 39% 43% 18%
Consumer magazines online 37% 43% 20%
Portals and other directories 25% 53% 22%
Blogs 10% 25% 65%
Source: Web/Store Cross-channel Shopping Study, Krillion & e-tailing group, February 2008
Q13
6

7. Shoppers expect websites to assist with research,
and provide up-to-the-minute information
Please rate the importance of the following website features, information or tools to
selecting a product you have researched online but intend to purchase at a local store.
Ra ting of ve ry to som e wha t im porta nt
Inve ntory/stock sta tus 88%
Spe cia l offe rs 87%
Ability to sort & re fine by bra nd, price , product fe a ture , e tc. 83%
Ability to com pa re products side by side in a grid form a t 83%
Custom e r ra tings/re vie ws 83%
Se a rch we bsite by ke yword or product num be r 80%
Price history/price tra cking 79%
Com ple te list of loca l store s 75%
Pickup in-store options 69%
Re ce ntly vie we d 48%
Re le va nt a dve rtising 43%
Wish list 35%
Source: Web/Store Cross-channel Shopping Study, Krillion & e-tailing group, February 2008
Q16
7

8. For online shoppers, “local” means the right price
for an in-stock product at a favored retailer
What do you see as drawbacks you have experienced that may inhibit
purchasing products at a local retailer using online information
resources? Select all that apply.
Finding the be st price for purcha se loca lly vs. buying
59%
through a n online re se lle r
Finding loca l re ta ile rs tha t ha ve the product in stock 53%
Finding loca l re ta ile rs tha t ca rry the product ne a r m e 52%
The tim e it ta ke s re se a rching/se a rching for the right
30%
product ne a r m e
Source: Web/Store Cross-channel Shopping Study, Krillion & e-tailing group, February 2008
Q15
8

9. Buyers who pick up in-store are motivated by
shipping savings and convenience benefits
What was your primary motivator for choosing to pick up
a product purchased online vs. having it shipped?
Select one.
Save shipping
50%
expense
Convenience 22%
Immediate need 18%
Other* 4%
Enjoy visiting the
3%
store
Not home to receive
3%
product
*Other includes shipping not an option, out of stock online; taking advantage of a discount offered if picked up in-store
Source: Web/Store Cross-channel Shopping Study, Krillion & e-tailing group, February 2008
Q5
9

10. Contact information
Sherry Thomas-Zon, Krillion
650.965.0233
sherry@krillion.com
www.krillion.com
Lauren Freedman, the e-tailing group inc
773.975.7280
lf@e-tailing.com / www.e-tailing.com