Dive Brief:
- Crate & Barrel was able to increase its Internet sales conversion rate by 44% through an experiment that tracked in-store behavior and applied the data to the online site.
- The initiative, led by Edgecase, also resulted in a boost in revenue per site visitor of 128%, and a 37% higher average order value.
- Crate & Barrel isn't releasing specifics of the trial publicly, but industry experts say it shows that consumers react to the online and offline presence of a brand in similar ways.
Dive Insight:
From the brand's perspective, brick-and-mortar stores and online sites can seem like two different worlds, but this study underscores the fact that consumers view the brand similarly between the two experiences.
These findings are interesting for retailers and B2C marketers, but as Alison Grippo—principal of digital strategy at the Sullivan agency—told AdWeek, the same principles can be applied to B2B marketers as well. Grippo added, "In our recent survey of executives that shop for business products online, the findings suggest that online [business-to-business] shopping experiences need to match the way they're sold by salespeople or on the ground at a conference."
