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BizReport : Ecommerce archives : January 31, 2012

Study: CPG website visitors buy more in store

It's news every brand wants to hear: visitors to your website make more branded purchases. But new data from an Accenture, comScore and dunnhubmyUSA study finds exactly that: consumers who visit branded CPG websites are making more branded purchases in store.

by Kristina Knight

The takeaway from a new study out this week finds CPG brands should be using their websites to build consumer loyalty. Research founds that consumers who visit brands' CPG websites finish 41% more transactions than non-website visitors; website visitors were also found to spend 53% more in category dollars than non-website visitors.

"CPG marketers currently invest millions of dollars in their brand websites, and the results of this study confirm the importance of this investment. Brand websites can attract and influence the behavior of the most valuable segments of any brand's franchise," said comScore vice president Mike Zeman. "But it's clear that the content and utilities on these sites need to be highly engaging if they are to attract a meaningful numbers of visitors. Marketers who do this successfully stand to gain an attractive return by growing their brands' sales in retail stores."

Why are shoppers spending time on these sites? The research notes the probability of fresh content and the use of 'social' features like surveys and user generated reviews as well as offering demonstrations, live chat options and even games.

Since these sites are already engaged, the brand's job is done, correct? Not according to the experts. John LaRocca with dunnhumbyUSA notes that building loyalty with these website visitors should be a key metric for CPG brands.

"Since website visitors have higher affinity to the brand and the overall product category, there is an opportunity for brand marketers to drive loyalty through personalizing the website experience, catering to the preferences of their best customers," said LaRocca, Vice President, Strategic Partnerships, dunnhumbyUSA.

A full copy of the report can be downloaded here.

Tags: Accenture, comScore, CPG advertising, CPG websites, dunnhumbyUSA, ecommerce, ecommerce trends

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