Exposure to online advertising is fundamentally changing the way consumers shop, according to new research from Yahoo! and comScore Inc The study, which examined the impact of search and display advertising on in-store sales for five major retailers, showed that consumers exposed to online advertising tend to research or 'pre-shop' online prior to purchase, and this behavior ultimately leads to increased in-store sales.
These highly-engaged 'pre-shoppers' spend an average of 41 percent more in-store when compared to consumers not exposed to online advertising.
“Although recent research cites 89 percent of consumers shop for information about products online, less than 7 percent of retail sales actually take place online,” said Amy Vener, Senior Director of Retail Category at Yahoo!
“This means retailers have a prime opportunity to engage this audience of 'pre-shoppers' through online advertising to capture incremental sales in-store.”
“The JC Penney website is our shopping hub for consumers whether they're planning to buy online or in-store,” said Dave Abbott, Vice President of Direct Marketing at JC Penney.
“Therefore, we are continually focused on developing online marketing and merchandising programs that help us understand the relationship between our customers' online engagement and our in-store sales.”
Key insights from the study also included the following:
• Consumers exposed to online advertising are more engaged: Consumers exposed to display and/or search advertising viewed an average of six more pages during the period in which they were researching compared to those not exposed to advertising.
20240830145952.gif)
20240924091343.png)
.jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "UBM China (Shanghai)")
-Ltd..jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Thermore (Far East) Ltd.")
