The neglected part of the local story is about products. Often local search is discussed exclusively in terms of finding service businesses or small businesses in one’s own area. But an equally important, if less obvious, part of the “local search” phenomenon is shopping in the more traditional sense. I’ve written previous Locals Only columns about the widespread — indeed dominant — consumer phenomenon of research online-buy offline. Now a new study by Krillion and the E-Tailing Group sheds more light on this complex and important trend.
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