Studies show online channels are crucial for search and product discovery, but offline channels still stand strong for product evaluation and purchase.
Though businesses saw a surge in online orders during the pandemic, online sales only accounted for 16.1% of total US retail sales in the second quarter of 2020 – at the peak of lockdown. Interestingly, nearly 25% of US apparel shoppers visited Amazon early in their buying journey before the pandemic, but most visitors bought elsewhere.
Studies also indicate shoppers who pick up online orders in-store spend up to 25% more, while returns at the brick-and-mortar stores are also lower. These numbers suggest brands must invest in both offline and online channels to improve conversions.
Marketers can use online tools to leverage content, message and demand-generation knowledge across multiple channels. They should proactively listen to consumers and provide value across all communication channels throughout their buying journey.
[6 minute read]