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
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 www.adlucent.com.
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