Visitors to consumer package goods (CPG) e-commerce websites spend 37% more in retail stores than consumers who do not visit the brand sites, according to a Jan. 30 study by comScore, Accenture and dunnhumbyUSA. Additionally, visitors to a CPG website complete 41% more transactions than non-visitors, the study found.
According to the researchers, the brand websites represent an underutilized tool for building customer loyalty and interest in CPG products, where 64% of the top CPG brands generate less than 100,000 visitors per month. The researchers suggest that by personalizing the online content, the brands can significantly improve in-store purchases.
The study, “Are Your CPG Brands Maximizing the Return on Your Digital Investment?” was based on data from a panel of one million U.S. Internet users who had their online activity and retail purchasing behavior tracked. It found that online visitors to brand websites also spent 53% more in the CPG category than non-visitors.
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