IRCE 2008 Session Descriptions

Listed below is the individual session description. To view a speakers' bio simply click the links inside the session description.

Day Two—June 10, 2008
Track B: The Chains: Rethinking E-Commerce to Survive

This track will help small and mid-sized merchants make the right investments and technology and business decisions to grow a business.

5:00 - 5:30 p.m.

What's that shopper worth? Measuring the offline impact of an online visit

Ken Cassar, Vice President, Industry Solutions Analytics, Nielsen Online

Sales online continue to grow at double-digit rates; however these revenues are still dwarfed by the dollars being spent in physical stores. Successful multi-channel retailers are not always sure how many dollars the web site influences. In this session, Ken Cassar of Nielsen Online will provide a way to measure the value of a visit to retailers' sites based upon online behavior and purchases made online and offline. Cassar will present proprietary research that will demonstrate:

The value of multi-channel shoppers, how much they spend and how often they purchase online and in stores.
The impact of a web site visit upon offline sales, including how frequently shoppers visit a site before a purchase and how much time they spend on the site.
The profile of the multi-category shopper and how they differ across sites.