60

of industrial manufacturing shoppers who are informed online make a purchase on their first in-store visit.

BCG/Google, U.S., Online to Offline (n=250, customers of industrial manufacturing products; n=250, customers of industrial supply products; n=586 customers of pack-and-ship products), Sept. 2017.

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Related Data

67

of purchases for multiple industrial manufacturing and pack-and-ship industries were influenced by digital.

September 2017 BCG/Google
58

of B2B industrial manufacturer purchasers start online research with a product (like lawn mower, tire, or sprinkler) then follow up with a brand.

September 2017 BCG/Google

Digital destinations — retailer websites, third-party websites, online retailers — are the last stop before purchase for many B2B shoppers.

September 2017 BCG/Google
50

of pack-and-ship buyers did not receive any online engagement, like an email, a link to an app download, or an online account sign-up, after a purchase from a brand.

September 2017 BCG/Google
79

of industrial supply shoppers who are informed online make a purchase on their first in-store visit.

September 2017 BCG/Google
70

of pack-and-ship supply shoppers who are informed online make a purchase on their first in-store visit.

September 2017 BCG/Google