e-tailing group Cross-Channel Shopping Survey, 2009

Cross-channel Shopping Study, 2008 $695
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The Web as the Cross-Channel Hub Buy Online/Pickup In-Store + Online Product Look-Up + The In-Store Experience Based on The 5th Annual e-tailing Group Cross-Channel Shopping Survey

Research Goals

To examine the nuances of how merchants enable shoppers to efficiently integrate web and store channels for information as well as purchasing by understanding the winning tactics and treatments germane to each of these experiences.

Who should buy this report?

  • Merchants and technologists interested in ensuring a comprehensive cross-channel experience that meets the demands of today’s channel-switching customer
  • Merchants who are thinking about offering or improving their ship-to-store capabilities as well as product locator tools
  • Merchants that want to garner a competitive edge via their store channel
  • Consultants, Agencies, and Technologists supporting best-in-class cross-channel selling

What’s Included

  • Over 100 features ranking the e-tailing group’s experiences in each channel
  • 32 examples of online best practices including execution strengths and limitations
  • 7 checklists as a guideline for merchant implementation

Table of Contents

I. Introduction

II. The Merchant Perspective

III. 2009 Cross-Channel Shopping Survey

IV. Findings-at-a-Glance

V. Retail Locator and Online Cross-Channel Tactics

VI. Buy Online and Pickup In-Store

VII. Online Promotion

VIII. Customer Communication

IX. The In-Store Visit

X. In-Store Pickup Bests—Location/Signage

XI. In-Store Product Locator

XII. Web/Store Collateral Integration

XIII. Cross-Channel Access

Survey Sample

2009 Cross-Channel Shopping Survey Sample # of Merchants # of locations
Store Locators 40 40
In-Store Pickup 27 51
In-Store Look-Up 30 59
Collateral/Web Integration 40 77


Abt Electronics, Ace Hardware, American Apparel, American Eagle, Ann Taylor, Autozone, Babies“R”Us, Barnes & Noble, Best Buy, Brookstone, Best Buy, Borders, Babies“R”Us, Borders, Cabelas, Coach, Container Store, Dollar Tree, EB Games, Famous Footwear, Finish Line, Fry’s, Golfsmith, Guitar Center, Home Depot, JCPenney, L.L.Bean, Lowe’s, Macy’s, Men’s Wearhouse, Micro Center, Nordstrom, Office Depot, Payless, Radio Shack, REI, Sam’s Wine & Liquors, Sears, Staples, Talbot’s, Target, Toys“R”Us, Wal-Mart, Williams-Sonoma, Zumiez

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