90% of shoppers research a CPG product before making a purchase. Of those shoppers, 80% of them research on digital devices. While these stats emphasize the influence digital experiences have on purchase behavior, 90% of people are still going into the store to purchase products.
People are researching online and purchasing offline. This poses a significant cross-channel measurement challenge for CPG companies and retailers. Retailers struggle to gather and synthesize customer analytics across channels; their organizational structure is siloed and the data they do have access to lacks quality – which inhibits intuition and decision making.
On top of this, CPG and retail brands must have a strong sense of how to properly plan where and how people navigate among their brand’s ecosystem – whether it be search, social, content or mobile. According to Forrester’s report, “Mobile phones will influence $1.4 trillion in offline sales within the next five years.” As evidenced by this point, it’s critical that marketers think more strategically about how
each individual touchpoint influences omnichannel commerce.
Yes, crafting an integrated, digital-oriented approach is hard. But, through exploration, experimentation, iteration and ongoing optimization, it can have a positive impact on business outcomes. In this playbook, we’ve outlined how CPG and retail brands can measure the business impact of omni-channel brand experiences. While many of these insights are geared towards the retail and CPG verticals, we believe the approach and takeaways are industry agnostic.
Download the playbook here to learn five specific ways to connect your digital efforts to your in-store sales.