Alex Palmer, a sales and marketing reporter, notes in a news article that visitors to consumer package goods (CPG) e-commerce websites spend 37 percent more in retail stores than customers who do not visit those websites, according to a recent study by comScore, Accenture and dunnhumbyUSA. In addition, visitors to CPG websites complete 41 percent more transactions than non-visitors, according to the study.
The study also found these brand websites are being underutilized for building consumer loyalty and interest in a store’s products, and the study found that 64 percent of the top brands generate less than 100,000 visitors per month. The researchers think that personalizing online content can significantly improve in-store purchases for any company, large or small, and this study helps prove this theory.
The study found that there are different needs for demographic and psychographic shopping experiences, and that shoppers with coupons have different experiences than those looking for overall brand information, something that can enhance a user’s experience on a website.
The study, entitled, “Are Your CPG Brands Maximizing the Return on Your Digital Investment?” was based on data taken from a panel of one million U.S. Internet users, whose online activity and retail purchasing behavior was tracked. This data found that online visitors to brand websites also spent 53 percent more in the CPG category than non-visitors.
Researchers expect that e-commerce will be more clearly addressed in the next wave of CPG research, which will include how different digital touch points control online buying. Currently, the CPG area has been slow to embrace e-commerce, but that has been changing.
When meeting with major CPG brands around the country, many have questions about e-commerce, and how they can build out sites themselves, or partner with large brands such as Amazon, who are successful at online marketing.
This research demonstrates that targeted digital marketing can have an impact on CPG buying behavior, and so, the interest in e-commerce in this sector can be expected to quickly grow in the future.
Study: CPG website visits boost in-store sales
Alex Palmer, January 30, 2012 http://www.dmnews.com/study-cpg-website-visits-boost-in-store-sales/article/225375/