Visitors to CPG brand Web sites buy 37% more in retail stores than non-visitors to the brand sites. That’s according to a new study from Accenture, comScore and dunnhumbyUSA, which attempts to shed light on the link between marketers’ on- and offline efforts.
“CPG marketers currently invest millions of dollars in their brand Web sites …,” said comScore Vice President Mike Zeman. “Brand Web sites can attract and influence the behavior of the most valuable segments of any brand’s franchise.”
For maximum impact, brands should update their online content regularly, making sure it contains value messaging that engages consumers while providing compelling reasons to purchase products at retail.
The study found that visitors to CPG brand Web sites are valuable and frequent buyers of the brand in retail stores — completing 41% more transactions than non-visitors. As a result, brand Web sites are able to attract heavier-than-average brand buyers.