Increase Offline Sales / studies
Marketers with a brick and mortar presence often want to know the million dollar question - can online media help drive offline sales? Access our insights explaining how consumers research online and purchase offline (ROPO), and how online marketing can lead to more products sold in store.
What's the best way for a simple online text ad to get customers walking into a brick-and-mortar store? This study with SymphonyIRI found:
- All test markets that implemented search and display showed lifts from +2.2% to +4.7% versus the dark market that did not have search or display
- Search campaigns that messaged savings lead to the highest click-through rates and ultimately strongest offline sales lift: +4.7%
How successful was Quaker's "Quaker Talk" display campaign? We measured the offline impact with Nielsen and found:
- Households exposed to the campaign on YouTube and the Google Display Network purchased +9% more units of Quaker Instant Oatmeal and -8% less of private label
Does paid search help drive people to stores, even for a category like food? We tested the offline impact of paid search on four brands and found:
- An average of 3.1% lift in offline sales when maximizing paid search
- A corresponding decline in private label sales by 2%
- An average decline of 1.3% in sales for markets not supported by paid search
This study maps the role of seach in purchasing of apparel in the Spanish retail market
- There are 9.9 million people in the Spanish retail (apparel) market.
- Search is an important part of the customer journey. 3.5m or 36% use search throughout their journey.
- Those who purchase are more likely to use search – over half use search as part of their journey.
- Shoppers using search are 1.6 times more likely to make a purchase than those who do not.
- Generic search terms used by nearly a third of all those getting a quote or purchasing.
Fnac, a leading electronics retailer in Spain, wanted to know how the Internet was affecting the TV purchasing decisions of its in-store shoppers. Google asked Nielsen to help us analyze these shoppers' online behavior. We found:
- 52% of in-store TV purchasers researched their purchase online before buying
- Consumers who researched online before buying spent 33% more on average
- Wanting to see the physical product was the biggest reason for not completing purchase online
The objective of this study was to gain an understanding of what drives Carrefour PC sales in France and analyse the impact of Carrefour's media investment, with a particular focus on online activity. Key findings
1 in 4 of Carrefour's in-store PC sales is driven by marketing and of these, online advertising accounts for two fifths of revenue
Just under half of the PC sales are driven by marketing.
Paid search and magazines are the biggest drivers of online PC Sales generated by marketing.
The objective of the study was to map the role of search in the purchasing process in the Italian online travel market.
- The results indicate that search is a critical part of the customer journey - nearly three quarters use search at some point
- There is a strong positive correlation between search intensity and actual purchase - those that go on to purchase search more often on more sites over a longer period of time
- The vast majority use generic terms, which are maintained throughout the purchase journey