How Online consumer behaviour influences online and offline sales
Online became the most important medium where consumers learn about brands and products, also in Belgium. The role of online goes thus way beyond driving ‘ecommerce’ but is directly affecting in-store sales. Insight into latest Google consumer study and solutions to stimulate and measure ‘omnichannel’ commerce.
15. Electronics and fashion still the most popular
retail categories bought online
Where did you make purchase? - Online by category
16. Highest Belgian income demographics spent
larger share of their total shopping baskets
online
17. Role of digital goes far beyond ecommerce -
27% in-store purchases are influenced by
online research
18. 46% of people in Belgium who researched
online bought online, while 43% of them
completed purchase in-store
19. Searches become increasingly product-focused
when a user is in or near a store
90% of
smartphone users
conducted pre-shopping
activities before going
to the store
Likelihood that a search is
product-related when a
user is in-store
for key product category
searches when a user is in-store
Everywhere
else
Near
store
In store
2
1.5
1
0.5
Product searches (indexed)
+86%
+800%
Google Internal Data, Jan 2014
20. 10% of people who researched in-store
purchased the product on-line
24. SO WHAT?
Be where consumer is - Invest in digital assets
and communication to protect and drive both
online and in-store sales
“The power of
eCommerce extends far
beyond the keyboard
and onto the sales floor.
Every $1 spent online
influences $5.77 spent
in the store”
— Terry Lundgren, CEO
Typical paths to purchase
At
home
On the
go
At the
store