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Accenture, comScore, and dunnhumbyUSA study shows direct correlation between CPG brand website usage and in-store purchase behavior.
CPG manufacturers have invested millions of dollars in their brand websites and social media presence, yet they struggle to show how their brand websites are influencing brand purchases in stores.
To address this challenge, Accenture, comScore and dunnhumbyUSA collaborated on a groundbreaking study to help CPG executives better understand the link between consumers’ usage of brand websites and their brand purchases in retail stores. Specifically, the research was designed to accomplish three objectives:
Quantify the retail sales value of the visitors to various brand websites.
Identify the most valuable features and content that can be provided on CPG brand websites.
Provide insights and opportunities to further explore online destinations where Internet marketers can best reach their brand buyers and prospects.
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The research showed that visitors to CPG brand websites buy 34% more in retail stores than non-visitors to the brand site. The study 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:
Brand Website Visitors are Heavier Buyers of the Brand and Category at Retail The study found that visitors to CPG brand websites are valuable and frequent buyers of the brand in retail stores, completing 39 percent more transactions than non-visitors. As a result, brand websites are able to attract heavier-than-average brand buyers, who spend 34 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 42 percent more category dollars than non-visitors.
Compelling Features of Successful Brand WebsitesThe length of time that visitors spend on 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:
Brand value messaging that provides a persuasive reason for a website visitor to buy the brand
Fresh content updated at least a weekly basis such as “pulse surveys”, user generated reviews, status on weight loss plans, etc.
Content that engages visitors. This can include promotions, philanthropic appeals, demonstrations, live chat, apps and games.
Jerry Lohse, senior director, Accenture Interactive said, “Marketers that create compelling CPG brand website experiences for consumers are extremely effective in driving incremental and profitable in-store sales.” To illustrate his point, Lohse said, “Analysis shows that consumers visiting the best of the ten CPG brand websites evaluated in the research, spent over 200 percent more on the brand than non-visitors. Moreover, the research shows that the price paid per unit in brand at the best of the ten CPG brand websites was two percent more than for non-visitors in brand.”
January 29, 2012
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