A few years ago, the big retail trend was “showrooming” – customers browsing in store but ultimately buying online. That trend, combined with several other factors, led many retail brands to heavy up on their ecommerce investments.
Over the past year, however, the opposite trend has emerged. Webrooming (customers researching products online before buying them in-store) is on the rise – in fact, 78% of consumers have webroomed in the past year. For retailers, the consumers that shop online and in store are highly valuable – on average, they spent 4% more while shopping in-store, and 10% more online, than single-channel customers.
Despite the revenue opportunity that consumers who webroom represent, marketers haven’t had visibility into the overlap between website visits and store visitors in order to capitalize on this growing shopping movement. What’s more, even though many marketers have made massive investments in their websites, they still struggle to connect that investment to results beyond the web – until now.
Today, we announced an expansion of our industry leading foot traffic attribution product, LCI, to address the omni-channel shopper challenge. Website LCI capitalizes on our vast experience and trusted methodology to measure the effect of websites on offline visits to store. It’s the first and only webpage-to-store attribution offering, filling the blind spot created by webrooming and other omni-channel behavior. You can read the full press release here.
Website LCI has already uncovered key website and in store traffic insights for multiple brands across retail, quick service restaurant (QSR), and auto verticals. Some of the results generated through these initial Website LCI implementations are being released with today’s announcement.
Key Trends from the NinthDecimal and Ansira Study Include:
- Mobile page views generated a higher incremental lift in-store visits than tablet and desktop
- Paid search drove the highest website-to-visit conversion rate (1.7x greater than direct site traffic)
- Direct site traffic drove the highest lift in incremental store visits