While this will be a true multichannel holiday, the overwhelming number of actual purchases (north of 90 percent) will still be made in stores. Yet those purchases will be highly influenced by PC, tablet and smartphone usage. More than 80 to 90 percent of online consumers do research before buying offline. This has been documented by several surveys and it makes anecdotal and intuitive sense. Yet most marketers appear to have not fully understood this until recently. In recognition of this “online-offline” consumer shopping pattern (and especially for Q4) Google is introducing a range of improvements and upgrades....
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