The connected customer journey

The connected customer journey 

It has been over 3 years since the first COVID-19 lockdown, eCommerce and digital has well and truly transformed the customer journey and while eCommerce penetration has normalised post COVID, engagement has never been higher. Digital is powering the customer journey online and in store and countdown.co.nz is the front door to the grocery experience with a monthly audience of over 6 million, 21 million monthly searches and 24% of Countdown's total sales influenced by digital (Digitally Influenced Sales). We also know that the grocery experience is mobile first with 75.4% of total traffic coming from Mobile/tablet use.

But what else do we know about the online customer, and what is digital's impact on sales beyond just online?

The journey to the checkout is no longer linear and customers are embracing true omnichannel behaviours regardless of where they choose to transact, this is something we refer to as the connected customer journey and helps us understand digitals true impact on sales beyond just online.

DICR - Digital In-store Conversion Rate 

If we identify 100 people who view a product on the Countdown website or app but do not make a purchase. 70 of those people will go in-store and make a purchase within 3 days.

That means: 70% DICR*

*Customers that purchase online at any point inside the three day window are excluded even if they do shop in-store during this timeframe. DICR doesn’t capture the influence of emails or digital advertising on in-store shopping behaviour. DICR doesn’t capture anyone not logged in the App or Website.

DIS - Digital Influence on Sales

If 15% of total sales are online, 9% of total in-store sales are from customers who were influenced by the website or app.

That means: 24% DIS, Total sales influenced by digital*

*This measurement doesn’t include the influence of email, search or digital display so when you add those in it would be closer to 30%

Digital is integral to an effective omnichannel retail media campaign

eCommerce and digital is here to stay, and has completely transformed the customer journey. Regardless of how or where a customer chooses to interact with us online, brands require a solution that can reach customers with the right message at the right time. The line between the online and in-store customer continues to blur, so it's just as important to engage and inspire customers while they research and plan as it is to influence decisions at shelf.

Regardless of how or where a customer chooses to interact with us online, Cartology has a solution that can reach them with the right message at the right time

Get in touch, or contact your Cartology representative to find out more.