This holiday season, retailers are hoping to entice customers in-store and online.

Assistant marketing professor John Hansen said many retail companies are targeting consumers who prefer online shopping and in-store shopping.

“In the last 10 years or so, companies have been using multi-channeling strategies with products for their consumers,” Hansen said. “This is done to help build the demand of their products through their Web sites. Stores are applying dual strategies to both customers online and in-store.”

Hansen said companies are trying to give consumers other options when it comes to purchasing.

“They are trying to form a transition that offers options for people to take part in buying products,” he said.

Sophomore business major Tom Bulgar said he prefers to buy things online instead of buying at actual stores.

“It’s easier to buy things online because you buy things without having to leave your house,” Bulgar said.

Junior geography major Aaron Browning said he likes shopping online because he can compare product prices better.

“It’s great to get a better price comparison and availability of products,” Browning said. “And it also cuts down on having to drive to stores.”

Hansen said convenience is a big plus for online shoppers.

“Advantages of shopping online is the convenience issue for customers who don’t have to deal with the crowd of people in stores,” Hansen said. “And having more information available through the Internet allows them to find more knowledge about the products.”

Stores offer unique experiences, too, though, Hansen said.

“Some choose to shop inside the stores because it gives them the firsthand experience of being able to see and touch the product right there,” Hansen said. “And there are those that just enjoy the experience of shopping and wouldn’t give them up for anything.”

Although Browning likes shopping online, going to the actual store eliminates surprises, he said.

“Being at the store allows me to actually see the product compared to just looking at a photo online of the same product,” Browning said.