Main RMI Number
408-554-4960
SCU - St. Joseph's Hall
Room # 108
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Retail Management Institute Newsletter
DAVID COOPERSTEIN, RESEARCH DIRECTOR, FORRESTER’S ONLINE RETAIL RESEARCH GROUP
By Debra Black
David Cooperstein revealed who's e- and what they expect. Online shoppers are "just normal, bright, interested people," Cooperstein. "They're happy, active, literate extroverts. They want a robust online. They want to do research." As in retailmore women than men shop online
With the Internet now in 50 percent households, Cooperstein believes the has brought consumers to a point of return. They understand that it is convenient, efficient place to do research shopping and to buy products online.
"The data we've been collecting for three years now gives us a pretty good picture of what consumers are thinking about Consumers are moving faster than even we expected them to," he says.
Early adopters began shopping online February 1997. Young consumers differ substantially from adults: adults are to replicate the catalog experience on the Internet, and younger shoppers are about, 'How can this be better?' says Cooperstein.
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RCME Speaker David Cooperstein, Research Director, Forrester's
Online Retail Research Group
"Young consumers
(ages 16-22) are foretelling
where retailers will be in the
next five years." |
Two market segments to watch are thr affluent and the young. Contrary to common thinking, the affluent tend to own and use technology, enjoying personal computers, digital phones, DVD playersdigital still cameras, and personal organizers.
"Young consumers (ages 16-22) are foretelling where retailers will be in the next five years," says Cooperstein. They are also very aggressive in the way they interact with the Internet, spending more money online than any other segment.
The Web has powered the masses, and traditional retailers are learning how to appeal to online consumers. " JCPenney's customers are even more loyal when they have the Web at their disposal. Lands' End has been very successful at migrating their catalog business online. The mainstream understands and likes the Internet," says Cooperstein. "We need to remember Internet retailing is more about retailing than about the Internet."
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