Etailing Solutions

According to an Accenture/Dunhumby/ConScore study, 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. The Accenture/comScore/dunnhumbyUSA research found a 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.
• Brand website visitors have more purchase occasions than non-visitors for both the brand and the category, making 35 percent more purchase trips for the brand and 39 percent more in the overall category.

The study also concluded that to maximize impact, the most important website features include:

A compelling brand value message that provides a persuasive reason, other than a coupon, for a website visitor to buy the brand.

Fresh content updated at least weekly to encourage visitors to engage and participate and return frequently.

Content that creates an engaging online experience such as a pulse survey on the home page, or an opportunity to rate a new product or product attribute, or user generated content like recipes or weight-loss planning. Content with a philanthropic appeal such as sustainability or participation in a food bank also was shown to create greater engagement.

Well designed site navigation that is intuitive, uses simple menus and has clear site maps.

Overall online CPG brand experience influences between 1 percent to as much as 35 percent of a brand’s total USA in-store sales, highlighting a direct correlation between CPG brand web sites visitation and in-store purchase behavior. The important conclusion to the study is that some CPG companies are missing revenue opportunities and may be losing market share due to underinvestment in the digital channel. Is your CPG brand committing this mistake?