Digital Consumer Behavior » save money http://www.marketingsmile.com Marketing Smile Tue, 15 Dec 2009 17:58:09 +0000 http://wordpress.org/?v=2.9.1 en hourly 1 Reverse Mixed-Mode Buying??? http://www.marketingsmile.com/2009/12/reverse-mixed-mode-buying/ http://www.marketingsmile.com/2009/12/reverse-mixed-mode-buying/#comments Wed, 02 Dec 2009 18:06:02 +0000 simoriga http://www.marketingsmile.com/?p=34 I have been using the Internet a lot to purchase several things. I buy books from Amazon.com, I buy stuff on ebay… and I’m always quite happy with the things I buy.

Sometimes it can also happen that I see something interesting on the Internet and then I decide to go shopping downtown to look for that particular article. This is what is called Mixed-mode selling.

The only thing I don’t like to buy online are clothes and shoes. I am really worried about the sizes and I spend hours and hours thinking about which could be the size that best suits me. Buying clothing online has a lot of advantages. Think about the availability, but what really makes the difference is the price: I could find a pair of Vans shoes on Amazon which costed HALF of what they costed in the nearby shop!!!

So guess what I do to be sure of what I buy online and save money…

I go to the nearby shop, I try the shoes and then I kindly say “oh, I’m sorry but I don’t really like these shoes!!!”. As soon as I get home, I order them on the Internet.

How do marketers call this kind of behaviour? I would suggest that the name “reverse mixed-mode buying” could fit the situation ;)

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