Study: People Who Visit Brand Websites Spend More in Brick-and-Mortars
Jan 30, 2012
Brian LaRue |
ADOTAS – According to a recent study, conducted by Accenture, comScore and dunnhumby USA, people who visit the websites of consumer packaged goods (CPG) brands end up purchasing 37 percent more worth of goods from the brand in question in brick-and-mortar retail establishments than people who don’t visit such sites. In physical stores, customers who visit CPG websites complete 41 percent more transactions than those who don’t and, beyond the way they spend on particular brands they’ve checked out online, they spend 53 percent across the whole category of those brands.
Length of time spent on a brand’s website also played a part in a customer’sCustom likelihood to buy one of that brand’s products in a physical store. A press release issued this morning cited the most important characteristics of a website of a brand that will fare better than competitors in this regard are “a persuasive reason for a website visitor to buy the brand,” content that’s updated on at least a weekly basis, and engaging content (promotions, user reviews, demos, apps, games and so on). This all might seem intuitive, but the key point is the degree to which a strong web presence can influence brick-and-mortar sales. “Analysis shows that consumers visiting the best of the ten CPG brand websites evaluated in the research study, spent over 200 percent more on the brand than non-visitors,” Accenture Interactive senior director Jerry Lohse said in the release. “Moreover, the research shows that the price paid per unit of the brand at the best of the ten CPG brand websites in the study was two percent more than for non-visitors in brand.”
The survey, conducted over a six-month period across a set of a million U.S. internet users who’d given comScore permission to measure their online activities, then matched against dunnhumbyUSA’s data about in-store buying behavior, looked at 1o food and household product brands with anywhere between 100,000 and 2.3 million unique monthly visitors to their websites. The results were presented yesterday to a Grocery Manufacturers Association and Food Marketing Institute joint board meeting. You can find the results through Accenture, comScore or dunnhumby.Later in 2012, another study is in the works, aiming to investigate how brand websites, social networks and other digital marketing efforts affect specific types of in-store consumers.