Are Your CPG Brands Maximizing the Return on Your Digital Investment?
CPG manufacturers have invested millions of dollars in their brand websites and social media presence, yet they struggle to show how their brand websites are influencing brand purchases in stores.
To address this challenge, Accenture, Comscore and dunnhumbyUSA collaborated on a groundbreaking study to help CPG executives better understand the link between consumers’ usage of brand websites and their brand purchases in retail stores. The study, Are Your CPG Brands Maximizing the Return on Your Digital Investment?, highlights the significant potential for brand websites to become key drivers in building customer loyalty and preference for CPG brands by creating unique online brand experiences. The study found that:
- Visitors to CPG brand websites spend 37 percent more than non-visitors on the brand in retail stores.
- Brand website visitors are heavier buyers within a brand’s product category, spending 53 percent more than non-visitors on the category in retail stores.
- The length of time that visitors spend on a brand’s website was found to be a key determinant to their likelihood to buy the brand in retail stores.