Accenture Survey: Brand Web Sites Drive Store Traffic

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January 31, 2012

A new study reveals that online brand building delivers tangible results, as shoppers are likely to visit stores and buy more after visiting a brand’s Web site.

The study, Are Your CPG Brands Maximizing the Return on Your Digital Investment?, was conducted by Accenture, comScore Inc. and dunnhumbyUSA. It studied consumer packaged goods and national brands, but carries a strong message to retailers with private label programs.

The results show a clear link between consumers' usage of brand websites and their in-store brand buying behavior and found that visitors to CPG brand websites buy 37 percent more in retail stores than non-visitors to the brand site.

"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."

Brand Web site visitors are heavier buyers of both the brand and category at retail, completing 41 percent more transactions than non-visitors. These heavier-than-average brand buyers spend 37 percent more on the brand in retail stores than non-visitors. Website visitors are also heavier buyers within a brand's product category, spending 53 percent more category dollars than non-visitors.

The study also concluded that to maximize impact website content needs to be updated regularly and contain brand value messaging that both engages visitors while also providing compelling reasons for them to purchase the brand at retail.

"The Accenture / comScore / dunnhumbyUSA research highlights the significant yet underutilized potential of brand websites and digital communications as key drivers for building customer loyalty,” said John LaRocca, vice president, strategic partnerships at dunnhumbyUSA. “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."

Retailers building out web sites or an online presence for store brands should consider including the following, according to the study:

• Brand value messaging that provides a persuasive reason for a website visitor to buy the brand
• Fresh content updated on at least a weekly basis, such as "pulse surveys", user generated reviews, status on weight loss plans, etc.
• Content that engages visitors. This can include promotions, philanthropic appeals, demonstrations, live chat, apps and games.

Consumers visiting the best of the ten CPG brand websites evaluated in the research study, spent over 200 percent more on the brand than non-visitors.

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