| CPG Brand Website Visitors Spend 37% More on the Brand and 53% More on Product in Retail Stores |
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31/01/2012 01:38 (113 Day 23:47 minutes ago) | |||||
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The FINANCIAL -- A groundbreaking study from Accenture, comScore and dunnhumbyUSA aimed at helping consumer packaged goods marketers better understand the link between consumers’ usage of brand websites and their in-store brand buying behavior found that visitors to CPG brand websites buy 37% more in retail stores than non-visitors to the brand site, according to comScore researches.
The study, Are Your CPG Brands Maximizing the Return on Your Digital Investment?, also concluded, that to maximize impact, website content needs to be updated regularly and contain brand value messaging that both engages visitors while also providing compelling reasons for them to purchase the brand at retail. The study found that visitors to CPG brand websites are valuable and frequent buyers of the brand in retail stores, completing 41 percent more transactions than non-visitors.
As a result, brand websites are able to attract heavier-than-average brand buyers, who spend 37 percent more on the brand in retail stores than non-visitors. Website visitors also are also heavier buyers within a brand’s product category, spending 53 percent more category dollars than non-visitors.The length of time that visitors spend on a brand’s website was found to be a key determinant of their likelihood to buy the brand in retail stores.
The study identified three important characteristics of brand websites that are associated with a higher likelihood that visitors will buy the brand in retail stores: 1. Brand value messaging that provides a persuasive reason for a website visitor to buy the brand. 2. Fresh content updated on at least a weekly basis, such as “pulse surveys”, user generated reviews, status on weight loss plans, etc. 3. Content that engages visitors. This can include promotions, philanthropic appeals, demonstrations, live chat, apps and games.
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