The Digitally Influenced Shopper
Defining the true cost of underinvesting in the digital shelf
There are more digitally influenced shoppers than you think
Typical brand investment models underestimate the full impact of digital across the online & offline shopping experience, holding back growth. Redress this balance by setting digital shelf & retail budgets based on the lens of shopper influence vs. channel penetration.
US
8 in 10
The DNA of today’s shopper has changed. Years of uncertainty — covid, inflation, supply issues — have born a consumer who relies heavily on digital validation before making a purchase decision (whether in-store or online).
We surveyed global consumers on their shopping habits in an effort to understand how digital touchpoints influence the path to purchase and to uncover the true cost of underinvesting in the digital shelf.
1
shoppers say retail purchases are influenced by digital touchpoints
UK
DE
CA
So what?
So what?
shoppers say retail purchases are influenced by digital touchpoints
7 in 10
shoppers say retail purchases are influenced by digital touchpoints
5 in 10
shoppers say retail purchases are influenced by digital touchpoints
5 in 10
Our approach
We surveyed 4 countries:
Focused on in-store and online shopping behaviors for 6 categories (U.S. excludes Alcohol):
US
UK
CA
DE
Appliances, Electronics & Toys
Alcohol
Beauty & Personal Care
Food & Beverages
Home Cleaning & Laundry
Pet Food & Supplies
The digitally influenced shopper...
...is any age,
any income bracket,
and 55% expect to increase their online shopping in the next 5 years.
Here are our key learnings for brand leaders when it comes to the digital shelf:
5 in 10
6 in 10
6 in 10
shoppers are more likely to discover new products when browsing online than shopping in-store
6 in 10
DE
CA
UK
US
Failing to show up online = failing to acquire new buyers
2
So what?
So what?
Pre-purchase online research is all about discovery, whether shoppers end up buying in-store or online. Failing to invest enough in digital shelf content & retail media will hinder product discovery, resulting in a failure to attract new buyers and grow.
shoppers are more likely to buy a product because of its online content or reviews than in-store signage & displays
7 in 10
DE
CA
UK
US
If you over-invest in in-store marketing, you will lose sales to competitors
3
So what?
So what?
Digital assets tend to be an afterthought, particularly for product launches. Think digitally first — ensure your creative teams have digital shelf assets baked into their new product release checklists. Find ways to work online reviews into physical marketing assets to bridge the omnichannel gap.
shoppers research on Amazon before visiting a physical store
4 in 10
DE
CA
UK
US
Your Amazon budget must increase to grow your omnichannel sales
4
So what?
So what?
Amazon is both a conversion destination and a top of funnel research tool for other retailers, much like Google. Factor this into your Amazon media, content and review syndication budget considerations. Invest in attribution modeling to help quantify Amazon’s larger halo effect on your brick & mortar sales.
Up to
consumers will switch brands if a product is OOS
6 in 10
DE
CA
UK
US
Expect to lose buyers if you don’t nail the basics of digital shelf execution
5
So what?
So what?
Use the digital shelf to play great offense and defense. You can seize the opportunity by using retail media budgets to conquest competitors when they fail across these areas. Implement digital shelf monitoring and issue alerts to avoid your own brands being conquested.
consumers will switch if there are bad ratings & reviews
4 in 10
consumers will switch if it’s not findable in search
4 in 10
“Digitally-influenced sales are crucial. Consumers have the freedom to start & finish their buying journey anywhere — regardless of whether it begins with inspiration, product research or advertising. Brands should not be confined to a single channel, format or journey. We must embrace the flexibility of the digital landscape.”
A WORD FROM THE EXPERTS
eCommerce Director, Growth Strategy & Planning,
Colgate-Palmolive
Todd Hassenfelt
Digital & eCommerce Director,
ADM Protexin
Charlotte Bailey-Sane
“Because the digitally-influenced shopper is hard to measure, most CPGs are reluctant to change their traditional ways. Shoppers are in control of their experience, not brands. We need to drive internal education on the role of all touchpoints. Whether you’re creating a TV ad, retail media or product development, every team needs to consider the impact of the digital shelf. It’s uncomfortable for many CPGs but it finally puts the shopper at the heart of your business.”
A WORD FROM THE EXPERTS
Ready to learn more?
Gain instant access to our latest research and discover insights about today’s shopper, their influences and the power of each touchpoint — all broken down by country.
shoppers research on Amazon before visiting a physical store
Up to
4 in 10
shoppers research on Amazon before visiting a physical store
Up to
4 in 10
shoppers research on Amazon before visiting a physical store
Up to
4 in 10
consumers will switch brands if a product is OOS
5 in 10
consumers will switch if there are bad ratings & reviews
3 in 10
consumers will switch if it’s not findable in search
3 in 10
consumers will switch brands if a product is OOS
5 in 10
consumers will switch if there are bad ratings & reviews
3 in 10
consumers will switch if it’s not findable in search
3 in 10
consumers will switch brands if a product is OOS
4 in 10
consumers will switch if there are bad ratings & reviews
3 in 10
consumers will switch if it’s not findable in search
3 in 10
shoppers are more likely to buy a product because of its online content or reviews than in-store signage & displays
6 in 10
shoppers are more likely to buy a product because of its online content or reviews than in-store signage & displays
6 in 10
shoppers are more likely to buy a product because of its online content or reviews than in-store signage & displays
5 in 10
shoppers are more likely to discover new products when browsing online than shopping in-store
shoppers are more likely to discover new products when browsing online than shopping in-store
shoppers are more likely to discover new products when browsing online than shopping in-store