Research firms comScore, Accenture and dunnhumbyUSA recently found retailers can boost their in-store sales with a strong web presence. The companies report that consumers who visit a website prior to shopping in the company’s store spend 37 percent more with that company and 57 percent more on products or services within the specific vertical.
In general, shoppers are being more aggressive with their research in advance of purchases as a result of the massive information portal the web represents. Leveraging the web to appeal to consumers and influence their in-store habits can help businesses. Essentially, more companies are realizing that offering web shoppers the same information and service as those in stores will compel them to purchase on online and at brick and mortar locations, the study suggests.
According to the report, content marketing campaigns that focus on highlighting a brand’s unique ability to add value to a shopper’s life will help appeal to prospects in stores and on the web.
“Marketers who create compelling (brand) website experiences for consumers are extremely effective in driving incremental and profitable in-store sales,” Jerry Lohse, senior director at Accenture Interactive, said in a release. “Analysis shows that consumers visiting the best of the 10 CPG brand websites evaluated in the research study, spent over 200 percent more on the brand than non-visitors.”
Brafton recently reported that the average consumers visits more than 10 web resources before deciding on a purchase. As the web becomes more pervasive, businesses can appeal to shoppers planning to purchase from any point of sale with effective web content.