Sunday, May 6, 2012

Engaging CPG Site Visitors Increases Buys In Retail Stores

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.

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.

Web site visitors are also heavier buyers within a brand's product category -- spending 53% more category dollars than non-visitors, according to the research.

Read more of this report here

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