Most e-commerce executives are focused on on-line sales, even though their actual contribution to the organization is far broader. In order to maximize the effectiveness of digital marketing, executives need to think about their roles differently.
Major retailers are sharing some remarkable data about the cross-channel behavior of their shoppers: 45% of Home Depot customers, and 60% of Best Buy customers, visit the companies website before making a purchase in the store. How should that influence webstore executions?
Best Buy says 60% of its’ U.S. store sales are influenced by customers’ experience on bestbuy.com and 40% of the products they sell online are picked up in-store. [Read More]
IRI released some research last month that found most decisions to purchase “Store-Brand” product are made at the shelf-edge, as compared to “Name-Brands” which tend to be planned purchases.
This prompted a bit of discussion on LinkedIn with the old “70% of all decisions are made in store” statements being rolled out again. The reality is that purchase decisions are not a single magical moment of truth. Rather, they are the cumulative result of a huge number of previous experiences.