ILM: Interactive Local Media The New ‘Purchase Funnel’: Online Shopping, Offline Conversions Kendall Fargo, StepUp Commerce, Inc. Briand Hand, ShopLocal.com.

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ILM: Interactive Local Media The New ‘Purchase Funnel’: Online Shopping, Offline Conversions Kendall Fargo, StepUp Commerce, Inc. Briand Hand, ShopLocal.com Catherine Kelly, HarvestINFO John Melideo, Jambo Rob Wight, Channel Intelligence

ILM: Interactive Local Media 43% of search engine users are seeking a local merchant to buy something offline 54% of search users have substituted Internet/search for the “phone book” mostly for specific local lookups 92% of search-influenced purchases in CE category were offline (Q4 ’04)

ILM: Interactive Local Media The Purchase Funnel Awareness Research Evaluation Purchase Keep up to date on the latest styles Learn about new clothing brands Get ready for the next season in fashions Help to decide what clothing to buy Find Special Sizes for clothing or shoes Find apparel can ’ t find at stores Compare prices between brands To find names, addresses, or phone numbers To find a retailer ’ s website “… strongly agree regarding search” Source: Compete, In, Search and the Engaged Consumer, An Apparel Study Nov. 2005

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