Harmelin Digital Reviewer: Catherine Collis
The vast majority of the $4.785 trillion in US retail sales this year occurred in physical store locations, with 7.1% occurring via ecommerce. Current estimates indicate that that share will increase to 9.8% in 2019.
What this means for marketers: Despite the proliferation of ecommerce, consumers are still making most of their purchases in-store. Digital marketing is a powerful tool for all stages of the purchase process, beginning with awareness and running all the way down to the final purchase.
For example, a retailer may estimate that 10% of users who visit their store locator page actually visit a store, and 20% of those visitors make a purchase. Using an average purchase amount, an estimated sales value can be assigned to the act of visiting the store locator page. This allows advertisers to more accurately assess their digital efforts. Advertisers should be sure to tie their digital efforts to offline intent and purchase activity to account for the full value of their programs.