For the pre-test, data were collected using a web survey via a marketing research firm that pre-recruited and maintained consumer panels. Only those who had visited a brick-and-mortar store with the intention of buying shopping goods (with the definition such as one in the Domain Specification section and examples provided) in the past three months were allowed to proceed. Out of 2032 consumers who received email, 228 clicked from email offer and 200 completed the survey.