Online vs. In-store: Online is Winning the Price Wars

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Anthem Marketing Solutions has released the seventh installment of its semi-annual study comparing online and in-store pricing. New findings suggest that the online channel is gaining a price advantage at all price tiers and has forced brick-and-mortar retailers to move to price parity in many categories.

Anthem Marketing Solutions

Anthem Marketing Solutions has released the seventh installment of its semi-annual study comparing online and in-store pricing of consumer goods across a range of commonly purchased categories. The key findings in this study include:

  •     Online dominates where a price difference is observed with 65% of observations favoring this channel.
  •     A dramatic shift from offline to online preference in the lowest price tier of $0-$5 has shifted the convenience category to online advantage.
  •     70% of items observed have the same price online and offline, consistent with six previous studies.

Price parity or online advantage has been observed at all price levels. The lowest price tier of $0-$5, which accounts for the largest portion of items, saw the greatest shift. The $6-$20 price tier shifted to online favor and the $100+ price tier saw a big swing from a solid offline advantage to overall online pricing preference.

A few specific trends were observed across product categories. Of the eleven product categories included in the study, six found results consistent with the previous study. Five categories observed significant shifts from their previous results; primarily to online advantage. While online dominates overall, this study also found significant savings opportunities in the offline channel, suggesting it continues to pay to do price comparisons for certain categories.

View the entire study here:

About Anthem Marketing Solutions

Anthem Marketing Solutions is a data-driven marketing agency that provides strategy and cutting-edge tools to solve challenges for today’s omni-channel marketer. Serving a broad range of industries, from casual dining to home services and B2B product distribution, Anthem is one of the fastest growing companies in America, according to Inc. Magazine's Annual Inc. 500|5000 rankings in 2012 and 2013. Learn more about our products & services at or email us at info(at)anthemedge(dot)com.

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Stephanie McAndrew
since: 03/2009
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