Wal-Mart tops Target in web-to-store sales, study says
Although Target Corp. can claim a higher percentage of store customers who buy at its web sites, Wal-Mart Stores Inc. is far out in front of its rival in converting online shoppers to in-store shoppers, Forrester Research Inc. reports. And Wal-Mart’s web-to-store shoppers spend 64% more in stores than Target’s web-to-store shoppers, Forrester says.
Forrester analyzed credit and debit card transaction data for about 2,000 U.S. households in February through April of this year. It found that Target customers spent an average of $70 on in-store purchases, 52% more than the $46 average at Wal-Mart. Target also led in the percentage of store shoppers who visited its web site, 23% to 22%, and in the number of pages these shoppers viewed, 29 to 21.
But when Forrester looked at the tendency of online shoppers to also shop in stores, Wal-Mart beat Target in several measures, Forrester says. 47% of Wal-Mart’s online shoppers during the study period also purchased in its stores, compared to 37% for Target. And Wal-Mart’s web-to-store customers spent an average $327, 64% more than the average of $199 at Target.
Wal-Mart’s web-to-store shoppers also spent more in stores than did store-only shoppers, Forrester adds. The web-to-store shoppers’ average in-store spending of $327 was 24% more than the average of $264 for store-only shoppers. At Target, the reverse occurred, as the average spending of $199 by web-to-store shoppers was 14% less than the in-store average spending of $227 by store-only shoppers.
In addition, Wal-Mart’s web-to-store customers also spent less at competing retailers. 42% of them purchased from competitors, spending an average of $141. 58% of Target’s web-to-store customers purchased from competitors, spending an average $323.
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