Interesting article from Nielsen: DIGITALLY DISRUPTING THE HABITUAL SHOPPING ROUTINE, CONSUMER | 09-29-2015
One takeaway from a close read of the article is we’re still not reaching enough shoppers with online alone – just 7% which is consistent with our data. “While digital engagement pre-store plays a notable role in the path to purchase, it’s still forging a path at the in-store level.” That’s where the in store kiosk becomes a critical engagement tool for those shoppers that come into the store on a spontaneous basis, or are simply not big planners… like most of us!
Here’s the quote, but visit the link above for access to the full article. “Digital mediums can play a significant role in influencing brand purchase decisions, particularly when consumers are planning their shopping trips. Among non-replenish-driven purchases, Nielsen research has found that shoppers recall using pre-store online resources about 7% of the time, which is more frequent than levels for recommendations and advertising. While coupons are the top pre-store brand purchase influencer, digital drives how shoppers obtain coupons. In fact, consumers get more than 40% of the coupons they use for brand purchases from websites (30%) and email/mobile apps (11%).”
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