Andy Beal repeats a Yahoo! stat: 92% of conversions happen offline. People often react to this type of news as if they were being told that aliens had landed on planet Earth. What?
The most recent Jupiter report on e-commerce also features a bit of this kind of surprise. The Internet is not driving relentless e-commerce growth at the expense of traditional shopping. The Internet is a research tool that is influencing local shopping in physical stores. E-commerce, rather than offline shopping, is in danger of stagnation as various startups try and solve the online-offline equation.
I’ll say it again: the future of online shopping is offline.
I’m now working with a startup that has found a novel and potentially quite successful way to capture the connection between online marketing and offline transactions. Until now that has been limited to coupons or phone tracking (a proxy for offline transactions) or complex, comprehensive sales tracking reserved for sophisticated advertisers (even then they don’t really do it).