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Tuesday, July 26, 2011

Google Retail Blog : Online to Store Testing with Google: Redefining Online Impact


There are lots of reasons shoppers research purchases online and then buy at a brick and mortar. What’s important for retailers to recognize, however, is that having an online presence is becoming more and more important to overall sales.

According to an Ipsos study, 93% of sales occur offline. However, 80% of consumers research a product online before purchasing in-store. This illustrates the value consumers place on the Internet as a trusted research resource for their purchases.

As consumers increasingly shop across multiple channels, retailers must shift their thinking around ROI to properly account for how and where consumers shop.

Google’s online to store experiments can help retailers better understand the impact their online marketing dollars are having on in-store sales. We use a test vs. control methodology to measure this impact.

Google Retail Blog: Online to Store Testing with Google: Redefining Online Impact
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