In The News

New Data Shows Consumers Research Online, But Buy Everywhere

National survey from Adlucent uncovers consumer shopping preferences

AUSTIN, TX—September 18, 2017—

New data released today from digital advertising and analytics agency, Adlucent, reveals digital is a critical part of the customer journey. As the mobile experience continues to improve, consumers no longer view shopping as online versus offline, with 70% of survey respondents saying that they buy products in both channels.

Bridging the gap between digital and physical stores is a key initiative for retailers, who often operate with siloed teams and separate marketing budgets. Adlucent set out to better understand consumer shopping preferences, where they learn about new products, where they go to buy them, why they choose one retailer over another, and what retailers can do to be a shopper’s first choice.

“Consumers no longer view ‘online’ and ‘offline’ in isolation. They research and buy products during the moments that are most convenient to them. Digital media plays an important role in helping retailers successfully grow storefront sales,” said Michael Griffin, founder and CEO of Adlucent. “In fact, one of our clients has found that search is driving 6.6X more storefront sales than previously measured, and they shifted budgets accordingly.”

Shoppers turn to search engines to learn about products, price determines where they buy
While research shows that the majority of sales take place in storefronts, very few people start the product research process in stores. Instead, the majority will go online to identify and compare products. Where they buy is most often determined by price, with nearly 40% stating that they will select the seller that offers the best deal.

  • 70% of shoppers buy products both in stores and online
  • 47% start the research process on a search engine
  • Only 13% go directly to a store to research products
  • 38% said price is the most important factor when deciding where to buy a product, followed by variety of options (22%), and free shipping (13%)

Digital is a key driver of local foot traffic
While traditional media does a great job building awareness and interest, more and more consumers are first going online to find local goods. Marketers may want to shift some traditional media dollars toward digital ads to get local searchers into their brick-and-mortar stores.

  • 35% of consumers said a search engine lead them to buy a product or service in a store, followed by Facebook (18%), and a display ad on a website (17%). Only 6% said Instagram and a 5% said YouTube, meaning these may be good at driving web sales, but not storefront sales
  • 64% of those who said Facebook lead them to buy something in a store were female
  • While 61% said free shipping is more important than having an ability to pick up a purchase locally, 57% of respondents admitted to using the “buy online, pickup in store” feature offered by many retailers

Consumers go online to find local inventory
Retailers and brands should make it easy for consumers to find real-time local inventory.

  • 71% of respondents say they go online to find out if a product is available nearby (32% of respondents go directly to a retailer's website followed by 25% who go to a search engine). Only 29% go directly to a store
  • 19% said they would be willing to download a retailer’s app so they could find available inventory in nearby stores

About Adlucent:

Adlucent is a digital advertising and intelligence company that helps retailers identify, acquire and engage with their highest value customers. Based in Austin, Adlucent’s platform helps retailers create, launch and manage high-volume and product-based campaigns through the use of extensive data analytics. Founded in 2001, Adlucent is a successful bootstrapped company that continues to execute on its commitment to create personalized advertising programs. For more information on Adlucent, visit

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Michael Griffin

Founder & CEO

As the founder of Adlucent, Michael brings over 12 years of experience in strategic search engine marketing (SEM), bid optimization, consumer demand intelligence and retail analytics.

Michael is a leading thinker and innovator in retail SEM and drives the technology and overall business strategies for Adlucent.

His first venture into the online retail space was in managing paid search for where he helped grow revenue by 300% year-after-year eventually becoming Amazon's largest worldwide partner in search.

Michael built Adlucent as a bootstrapped company and has grown it into a profitable business accustomed to achieving 75-100% year over year growth. Adlucent's growth has been highlighted in the Inc. 500 and the Austin Business Journal's Fast50 listings, and the company's culture has been honored as an AdAge Best Place to Work and an Austin American-Statesman Top Workplace.

Michael is frequently tapped as an expert on the strategies that foster high converting online traffic to drive successful e-commerce. An active member of the Research Committee, Michael participates in driving industry research and sharing results with retailers. Michael's work and perspective have been featured in major media outlets, including The New York Times, Inc. Magazine, the Search Insider and TechCrunch.

Prior to founding Adlucent, Michael attended the University of Texas at Austin pursuing a PhD in analytical chemistry where his thesis focused on advanced analytics for medical diagnostics. Michael is the recipient of the prestigious Watson Fellowship and received his BS degree from Davidson College.


Ashwani Dhar

Chief Client Officer

Ashwani Dhar is an experienced executive, entrepreneur and venture capitalist bringing sales, marketing, business development, and funding experience to Adlucent.

At Adlucent, Dhar is responsible for customer acquisition and overall client success.

During his tenure, he has expanded the company's customer base five-fold while achieving an industry-leading client retention rate. Ashwani has been also responsible for Adlucent's positioning and go-to-market strategy. He pioneered an innovative performance-based model that aligns Adlucent's compensation with its clients' success.

Prior to Adlucent, Dhar was responsible for revenue generation, market positioning and the ultimate business success for successful startup companies like Iconixx, Agea and Trilogy. Ashwani also founded and managed DC International, an international consulting company that focused on the emerging markets of Latin America.

Dhar began his career in strategic consulting for healthcare clients with APM and technology & operations consulting with Andersen Consulting (now Accenture). Dhar also served on the Board of Directors for Bigfoot Networks, Robot Genius and Perception Software through investments from his venture capital firm Venio Capital Partners.

Graduating from the Jerome Fisher Program for Management & Technology at the University of Pennsylvania, Ashwani earned a BS in Economics from the Wharton School and a BSE in Electrical Engineering from the Moore School. He also holds an MBA from Harvard University.


Tim Ozor

Vice President of Engineering

Tim has over 25 years experience designing and developing high performance software machinery. Tim leads all technology development and operations in the role of VP of Engineering.

Tim's responsibilities also include all data integration, tracking, reporting and analytics utilized by Adlucent.

Since joining Adlucent, Ozor has driven the development of Adlucent's leading edge BuyerPath™ application and analytics platform, which is being utilized to effectively and efficiently manage millions of keyword and product ads for some of the largest online retailers in the world.

Tim's body of work includes Unix operating system development, object oriented middleware design and large scale Web application architecture. Ozor was instrumental in the development of Austin-based Vignette's ground-breaking content management system which served as the core product for Vignette through its IPO and eventual sale to Open Text. Tim was one of the first developers on board at Vignette and was employee 15 at what came to be one of the most successful IPOs in the Austin high-tech industry. Prior to Adlucent, Ozor led the design and development of the highly acclaimed National Transcript Center, which provides a secure electronic trading system for the exchange of student transcripts.

Tim received his BS degree in Computer Science from Clemson University in 1986, and has been committed to achieving higher and higher levels of software mastery ever since. When he is not building industrial strength software, Tim enjoys windsurfing, rock music, and maintaining the lowest carbon footprint and body fat levels possible.


Brian Vogel

Head Coach - People & Culture

As Head Coach, Brian’s charge is to guide managers and Adlucites to their full potential. With 20+ years of experience as a HR executive and NCAA Division I Athlete and Coach, he instinctively relies on his vast experience in leadership development in business and athletics to bring forth leadership and business enablers.

Prior to joining Adlucent, Brian held various HR executive leadership positions at Verizon and USAA. More recently he led the HR functions at Austin-based FirstCare Health Plans and Campus Advantage. He played a pivotal role in the merger of Bell Atlantic and GTE to form Verizon, one of the five largest mergers in the 1990s. During the merger he directed team of 10 employees who orchestrated placement and /or displacement of 6,000+ staff. In subsequent roles key accomplishments included implementing a third party HR administrative solution valued at approximately $750K annually at Campus Advantage and instituting scientifically based recruiting processes resulting in a 33% improvement in average time to fill for key positions as well as a 20% reduction in turnover. He has also served as a Senior HR Consultant for vcfo and currently maintains his own business performance coaching practice ~ Sundog Coaching Group.

He holds a bachelor's degrees in business administration from University of Notre Dame where he concentrated in Marketing and was co-captain of Men’s Swimming and Diving team. He also has a master's degree in business administration from the University of Illinois where he concentrated in Human Resources at the nationally renowned School of Labor & Employment Relations.

When not coaching, Brian spreads his free time between trying to stay fit doing CrossFit and mountain biking, enjoying quality time with his two daughters Gracie and Elle, and serving as a business consultant to Little Helping Hands, the renowned Austin non-profit he helped found with his wife, Marissa.