Breaking down barriers between e-commerce and in-store marketing channels

Is your business still talking about e-commerce and physical marketing and sales? Wondering about investing in digital? Worried that e-commerce will cannibalize in-store sales? If so, you’re not alone, but it’s time to start looking at the buyer’s journey more holistically. Indeed, e-commerce and physical sales can mix, and it can be difficult to separate marketing strategy and the levers that ultimately drive them.

Instead, it’s smart to take a step back and realize that those blurry lines are part of the same overall goal: to increase sales. We can adopt them with a new strategy in which digital marketing influences all sales, regardless of where they take place.

How shopping is changing
You already know that the COVID era has accelerated the long-delayed shift to shopping and digital-first shopping. Embracing a new paradigm starts with understanding that digital plays a role in almost every purchase, whether at the research, comparison, or transaction stage.

Recent data and research confirm this. E-commerce retail sales are on track to reach more than 900 billion dollars this year, an increase of almost 14% over the already hot market growth of 2020. Smaller retailers should see higher conversion rates than giants like Amazon, Wal-Mart and Target. And, even if you’re a little slower to the party, it’s by no means too late: by 2023, e-commerce sales are expected to grow from 13% to 22% of all purchases.

The biggest e-commerce players are embracing the idea that digital marketing drives online and in-store purchases. According to research by The Digital Shelf Institute, advertising on retailer sites has a halo effect, boosting sales on other platforms and in other channels, such as brick and mortar. In fact, this halo can reach $3-7 for every $1 spent on digital advertising on Amazon.

Overview of sales channels
So, with proof that digital is influencing sales across all channels, let’s move on to the next challenge: breaking down internal barriers. Digital and physical teams have traditionally been siled — and sometimes even competing for the same limited resources — but that can (and should) change.

The lever for change is access to information from business intelligence. This is an area where many marketers struggle, but it’s a big deal for brands, especially given the volatility of the consumer market.

For CPG and e-commerce marketers ready to upgrade their business intelligence knowledge, line item is a lifeline for more profitable e-commerce. This performance analytics platform gives marketers a unique tool to understand what’s working for brands and what’s holding them back. This includes:

-Insight to optimize SEO strategy and search results

-Ability to identify new or unknown competitors

-Insight at the attribute level to understand what drives value

– Ability to monitor third party activity and prices

-Visibility into gaps in product content, images or descriptions that could hurt rankings and more

With a detailed overview via a single platform, line item can enable a new BI-driven approach to marketing that sees digital marketing as essential to every buying journey.

How to Adopt a Digitally Influenced Strategy
Let’s dive into the details to show how to adopt a digitally influenced and empowered strategy. line item can change the way you resource your marketing and determine success.

Consider how online and digital initiatives can ultimately influence all purchases. For example, GE Capital Research revealed that 81% of buyers start their research online. This means that your SEO campaigns, page rankings, and online product content really matter. If they don’t put you on the first page of organic and paid rankings, you’re missing out and it will affect in-store sales as well as online purchases. It’s here that line item can really make a difference, with insight into how your campaigns are performing, whether you’re getting your share of the first page, and whether there are gaps in descriptions that affect consistency (which will affect your rankings).

Think about gaps in your tools and resources that could be holding your brand back. Do you know the performance of your campaigns and do you know if they are profitable? If stock-outs are hurting your revenue? If your reviews are hurting your reputation and your sales? Knowing these drivers is key to helping you increase your marketing ROI. line item gives you the kind of smart insights to drive more sales.

Some of the biggest e-commerce giants recognize the power of digital influence on their sales and adopt an omnichannel strategy. We believe it’s most effective when this omnichannel approach is also underpinned by the power of line item, with a detailed overview of e-analytics and what drives your sales. To learn line item can be your lifeline to more profitable e-commerce and more sales across any channel.

About Ironbridge Software

Ironbridge Software was founded in 1989 by Mike Dickenson. Mike’s unparalleled expertise and passion for technology led him to create the first-ever analytical solution for the consumer packaged goods industry.