• by Ray Schultz , Columnist, July 27, 2023

Here’s an opportunity for email teams who want to reach consumers when they are in-store: they can engage them via apps, texts, the retailer’s website and email, judging by The Digitally Influenced Shopper, a new study by Profitero.  

Among consumers, 80% say retail purchases are influenced by digital touchpoints. And 60% are more likely to discover new products when browsing online than shopping in-store.  

For instance, almost 50% of consumers now consult a retailer’s website before going into a store. They do so to:

• Research deals and prices—58%
• Check product reviews—51% 
• Check in-stock status—42%

Another 25% consult a website or app when actually shopping in-store. Their seek to: 

• Research deals and prices—50% 
• Check product reviews—42%
• Manage loyalty account/coupons—34%

Moreover, 42% are using websites and apps before visiting a retailer more than they did a year ago, and 40% say the same about shopping in-store.  

The opportunity for email marketers is clear: Using location data and other information, email (and texts) offers can be sent to consumers both before and after they are in the store. This also has ramifications for website design.

Among brands, Walmart leads in pre-trip planning: 56% find its site most useful, versus 44% for Target and 15% for Kroger. 

Walmart also leads in all product categories when it comes to using websites or apps before visiting a store. Target comes closest in the Beauty & Personal Care sector, where 51% find it useful, compared to 57% for Walmart.

At the same time, 37% of shoppers also check out sites and apps of stores other than the one they’re in. 

And, 68% of consumers say content and reviews on a retailer’s website are more influential than in-store signage and displays. 

Impulse purchases are now more likely to be made online. Consumers are: 

• Shopping online—37%
• Shopping in-store—35% 
• Shopping online and in-store—29% 

Proitero surveyed 500 U.S. consumers, using Survey Monkey Audience between May 17-24, 2023.