Online vs. In-Store: Anthem Marketing Solutions Study Shows Clear Trends in Pricing
Reviewing a basket of commonly purchased household items across a range of consumer categories, an Anthem Marketing Solutions study found two natural inflection points where there were marked differences in online and offline pricing: Items with prices below $50 were generally cheaper in store, and those priced above $90 were generally cheaper online. While conventional wisdom suggests that online always offers the better deal, Anthem's study found that an item's price tier, category, complexity and usage type actually better suggest which channel will have the lower price. ...