Value for money 'could drive online lead generation'

Consumers often use the internet for research purposes, so online retailers must offer value for money to maximise lead generation, says an expert.

Retailers aiming to improve their lead generation strategies must offer consumers better value for money, according to a sector commentator.

Director of operations for IMRG David Smith claimed that customers use the internet for "research" but may then purchase products offline, from a catalogue or via a phone.

However, he noted that the possibilities for lead generation on the web are the best they have ever been, even though customers are much more savvy now.

Mr Smith pointed out that a few years ago only young men were using the internet, but now women and the elderly are online too.

"I think a lot of it is to do with how we are changing as people and being a lot more comfortable with the technology that surrounds us," he explained.

Last week, Nielsen and the British Retail Consortium published the latest Consumer Confidence Index, which indicated that there had been a ten-point rise to 75.

09/11/2009