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Kelsey ILM Coverage: Localized E-Commerce
By Libby Waldo | December 1, 2007
I have to say, I’m starting to feel like a broken record. In the e-commerce discussion a point that I keep hearing came up, yet again. Getting online marketing resources to local advertisers is a mind-boggling task. This panel discussion was about what, if any, is the need for local advertisers to have an e-commerce platform. Studies continue to show that, particularly with large purchases (>$500) users will research online and purchase offline. Or another interesting stat is that users might purchase online but will save themselves $ and pick up in the store (I know this is a great feature that REI has, that I use quite frequently). They continued to emphasize the point I stated above that yes, local advertisers need to be online but having their own e-commerce platform might not be truly necessary, but by partnering with companies like Shopping.com these advertisers can have a presence.
Topics: The Kelsey Group, Local Advertisers, Advertising |