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Case Study

Online to Store Insights from Case Studies: France, Germany and UK

the rundown

At this point, we know that in-store purchases are driven by websites and online advertising, but we wanted to know how much. By comparing case studies from across Germany, the U.K., and France, we found that web traffic drives one third of influenceable offline sales. In addition, websites drive 10% of offline purchases.

The Goals

  • Determine how researching online and purchasing offline impacts on behavior
  • Determine whether online ads drive incremental offline sales
  • Measure whether online advertising can deliver greater efficiency than offline media

The Approach

  • We applied a variety of methodologies on case studies from case studies from Germany, France and U.K.

The Results

  • There were clear indications that offline sales are driven by websites and online advertising
  • Considerable evidence to suggest that online advertising drives incremental offline sales
  • ROPO clearly impacts purchase behavior
 

Download the rundown