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[ebook] web-to-store : encouraging more upselling and cross-selling !

EXECUTIVE SUMMARY

Ninety two percent of consumers say that they are interested in web-to-store purchases (source: Mappy/BVA, 2014). This buying journey, which takes the buyer from the screen to the sales outlet, is increasingly attractive. Consumers see many advantages in it. They can compare prices at home before coming to make the purchase, test products in the store, make sure that a product is indeed in stock – in a word, take advantage of many services and buying experiences.

The "web-to-store" challenge is worth the effort: sales from a "web-to-store" buying journey on average are 7% greater than conventional sales (source: Capgemini Consulting). And this is just the beginning!

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