Webrooming 101: Measuring offline attribution beyond ads - Lifesight Blog - Thought Leadership on Location Intelligence

How your brand can deliver and measure seamless omni-channel retail experience in a way that addresses webrooming

Just when we thought that the thrill of shopping offline was about to get replaced by the convenience of ecommerce, something shifted in consumers’ mindsets and approach to shopping in recent years. Accenture Research conducted a survey across 20 countries and 15,000 consumers and found that 91 percent of the respondents found that it was easier to complete a purchase in-store. In several key sectors like consumer electronics, apparel, and home improvement, shoppers now do what Accenture calls ‘webrooming’, or researching online before buying in-store. According to Forrester, 69% of the 18-36 age group and 71% of the 37-48 age group of consumers now practice webrooming.

It is little surprise then that even ecommerce giants like Alibaba and Amazon have been expanding their offline retail footprint through major acquisitions of large offline retailers. Clearly, the lines between online and offline retail continue to blur withWebrooming paving way for “New Retail”. Consumers now decide where, how and when they want to engage brands, browse products, and complete their purchase. But aboveall they demand a seamless omnichannel retail experience.

How does Webrooming work exactly?

It’s a fairly simple concept. It’s how you and I shop. We hear about a product or service, or need a consumable. Sometimes, we see a digital or TV ad and get hooked to the idea of owning the product or service. And then the process of webrooming starts.

We do a Google search, we read reviews, we visit the brand website, we check out its social media channels, often we check out the app too. If we are discreet shoppers, we also look up coupon pages and get ourselves a discount or other promotional offers before we visit the store. We know all there is to know about the product, features, and offers, and then we visit the store and make the purchase.

What this means for marketers

Webrooming makes the consumer purchase journey just a tad more non-linear. Sometimes, consumers engage with ads before they go on their webrooming journey ending it in a store visit. And sometimes, they don’t even engage with digital ads and still webroom as a result of word of mouth or a personal or seasonal requirement, say air conditioning in summers, travel gear before holiday season etc.

That means that including just digital ads in offline marketing attribution models is not enough. Marketers need to consider the entire new consumer purchase journey – webrooming included – when they plan their attribution models. That’s when they will have important metrics like web-to-visit – specific digital touch points other than just digital ads – that drove store visits.

A holistic understanding of the impact of all digital touchpoints – not just ads – enables a much more data-driven marketing strategy. For example, if review websites impact store visits more strongly, astute marketers would know – for sure this time – that their marketing strategy needs to focus more on product reviews.

The challenge is not the intent among marketers to make such deeply data-driven marketing decisions. The challenge is getting access to the kind of data that enables it.

Enter Lifesight

In essence, Lifesight Attribution is a measurement tool and one of its most widely used applications is measuring the impact of digital ads on in-store visits. However, Lifesight Attribution is designed to deliver much more. It also measures web-to-visit.

Lifesight Attribution takes into account that consumers are not just engaging with brands via digital ads. Digital touchpoints range from websites and landing pages, coupon pages, aggregator websites and many other online footprints that brands have. It is only natural that we measure all of these, because habitual webroomers will rarely make purchase decisions based on just digital ads. They will read all there is to read – reviews and product reviews for example – before making a purchase decision.

This is exactly what Lifesight Attribution is designed to do. It is an always-on attribution tool that enables brands to track how its different online properties, product categories or promotions are contributing to store footfalls.

One tool to rule them all

Lifesight Attribution holds a wealth of actionable insight for a variety of businesses-both digital and offline. Some examples include –
• Car dealership measuring the effectiveness of their page on a used car website
• Restaurant brands measuring the effectiveness of their listing/ promotion on a food review or delivery site/ app
• Ecommerce brands measuring their consumers’ offline category affinity vs their website or app browsing patterns
• Banking institutions wanting to find out whether their internet banking customers also walk into their branches
• Fashion brands with large online and offline presence wanting to measure browsing and purchase patterns across their channels
• Consumer electronics brands and dealerships wanting to measure how their online promo deals are driving store footfalls
• And several others

The good news is that it is not just effective but also really simple to implement with Lifesight Attribution. All you need is a tracking code. Talk to us to find out more!