Mobile, digital marketing efforts focus on local conversions
According to 2015 polling, retailers and CPG firms are focusing their digital marketing efforts on driving in-store sales. Altimeter Group and Cofactor found that 60% of US retail and CPG brands had tailored digital advertising and marketing messages to deliver local outcomes, including in-store purchases. Nearly as many also said that driving such in-store sales was a key indicator of their digital marketing success. Mobile marketing efforts were also specifically related to in-store activities for a majority of respondents.
Consumers’ propensity to use digital touchpoints to connect with retailers before entering a store could be helping retailers achieve their goals.
More than seven in 10 US digital shoppers told G/O Digital that they would “often or always” research products only before visiting a store this holiday season. Those looking specifically to research promotions said they would head to search engines (68%) ahead of any other digital channel.