Best Practices for Online Advertising in Retail

1. Get closer to the point-of-purchase decision. Online retailers sit at the most important point of the e-commerce transaction funnel — where consumers are making brand decisions for both their online and offline purchases. In fact, two-thirds of shoppers begin their purchase process online, with one in five starting at a retail site (the most frequent starting points among all retail shoppers). Even more significant, according to a July 2010 comScore study, 19 percent of shoppers who begin their search on retail sites either purchase directly on the retail site or navigate to a manufacturer site for further details.