ShopLocal has done more to understand today's multi-channel shopper than just about any other company. Over the years, we've been watching how and where consumers shop, and we've come to an inescapable conclusion: There's a new reality in multi-channel marketing.

One thing we know for sure: While consumers are spending more of their time online, they're spending more of their money offline at the local store. And, once they get there, they spend an average of $154 in incremental purchases.¹

Clearly, the role of the Web has changed. What was once a powerful tool for generating online commerce revenues, the Web now serves as a shopping information service. In fact, online commerce, at 10 percent of total retail activity, is showing signs of reaching a plateau. While online-influenced offline sales are growing by leaps and bounds. According to a report by Forrester Research, they'll reach $1 trillion by 2011!²

Online and Online-Influenced Retail Sales

Are you advertising where consumers aren't? Shoppers are telling you something. Increasingly, they're using the Web as the first stop in their multi-channel experience. Online advertising can play an important role in tapping the potential of these new consumers. Yet, in 2006, Fortune 500 companies allocated only 7 percent of their marketing budgets to online media. When you consider the potential for the Web to influence sales at the local store, it simply doesn't compute.³

The Online/Offline Balance is Out of Whack