With the rise of eCommerce, in-app purchasing power and one hour delivery options of everything from pizza to baby powder – it is fairly shocking to learn that 90 percent of shopping is still done in store.
As it turns out, the brick and mortar experience is far from over – and in fact, thriving, as top brands across the country are focusing efforts on how to reach customers online to drive sales, locally. The challenge for brands and retailers is connecting the digital and physical.
With the goal of getting a deeper look at today’s digital landscape, Cofactor partnered with Altimeter Group and surveyed more than 500 CPG and Retail brands, also conducting in-depth interviews with top marketers from PepsiCo, Staples, McDonalds, Home Depot and beyond. Turns out, there was a lot to talk about. Enter the recently released report, “From Web Traffic to Foot Traffic: How Brands and Retailers Can Leverage Digital Content to Power In-Store Sales,” found here. The study’s most noteworthy findings indicate that personalized content and localized digital activation must be a priority for brands looking to create fluid cross-channel relevancy with consumers and influence in-store sales.
Below are four of the key findings on how best to leverage digital content to power in-store sales.
1. ‘Relevancy’ flexes more muscle than sales.
When shown a range of personalized and local content and communication types, relevancy reigned supreme. “More Relevant for Consumers” (74 percent) ranked ahead of “Drives In-Store Traffic” (68 percent) in benefiting customers.
2. Mobile maturity is still a work in progress.
Only 51 percent of marketers feel that they have a mobile strategy that help customers bridge the online to offline shopping experience.
Grimur Fjeldsted, Digital Innovation Manager at Innovation Lab ECCO, weighed in:
“Our buyer has moved really fast in digital over the last two years, that’s where they’re spending their time … Their time with magazines and newspapers has decreased dramatically.”
3. Prioritizing local marketing is problematic.
When asked about the challenges that hold marketers back from investment in personalization and local marketing, 56 percent of marketers cited ‘lack of budget’ with 54 percent citing ‘not a priority right now.’
Instagram is here to stay. Survey results showed Instagram ads with a 19 percent increase in expected usage two years from now, ranking it in line with mobile search and just behind Twitter ads in perceived importance.