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Can Retailers Combat ‘Webrooming’ With NinthDecimal’s Website-To-Store Attribution?

"Marketers who have made massive investments in their websites, they still struggle to connect that investment to results beyond the web," says NinthDecimal's David Staas.

Forrester Research estimates that “webrooming — online research to in-store purchase (see showrooming on mobile) —  will hit $1.8 trillion in sales this year.

For location analytics provider NinthDecimal, webrooming represents a need for marketing solutions that help brands understand, and capitalize on, omnichannel behavior. Or, as David Staas, president of NinthDecimal, notes, brick-and-mortar brands can’t just worry about the impact of mobile commerce competition.

That’s the premise behind NinthDecimal’s expanded offline attribution platform, Location Conversion Index, which will now measure “website effectiveness” in driving digital consumers into physical stores.

The company has partnered with CRM specialist Ansira to further test this new website-to-store attribution solution. Initial findings from the first phase of the collaboration, which span Ansira clients across QSR, auto, and retail verticals, showed:

  • Mobile generated a higher incremental lift in store visits than tablet and desktop
  • Paid search traffic drove the highest website-to-store conversion rates (1.7x greater than direct site traffic)
  • Direct site traffic drove the highest lift in incremental store visits

“Website LCI’s insights highlight the importance for brands to build a successful plan in order to reach and convert omnichannel shoppers who are visiting their website,” said Jim Badum, EVP of Client Partnership at Ansira. “It is a prodigious opportunity for brands using their web presence to increase foot traffic to their physical locations.”

We checked in with NinthDecimal’s Staas on how the new feature and new alliance will help retailers close the gap between website purchases and real-work transactions.

GeoMarketing: How does the focus on “website to store” attribution differ from what NinthDecimal has done in the past?

David Staas: NinthDecimal got started using the industry’s first location signal, Wi-Fi, and then expanded into mobile as developers began creating location-based services. That expansion resulted in Location Graph, the industry’s first audience solution powered by location data. Since then, NinthDecimal has continued to build unique data services addressing some of the industry’s biggest needs: offline attribution, physical world consumer insights, household-device graph for omni-channel services, CRM activation and programmatic data.

Does it augment or supersede NinthDecimal’s existing measurement products?

NinthDecimal’s omnichannel measurement portfolio, which includes LCI, transaction data, TV tune-in and other forms of measurement, has been adopted by some of the largest agencies in the world and now has more than 250 integrated partners including the largest media companies, DSPs, and advertising networks in the industry.

As a result, NinthDecimal has become the industry standard for third-party measurement across the advertising ecosystem. Today NinthDecimal’s measurement platform helps brands measure the effect of digital advertising (both mobile and online), TV advertising across linear, addressable and OTT, as well as OOH, print and other forms of media.

Website LCI is the next innovation in our measurement portfolio, addressing the next big need for marketers – namely connecting their e-commerce and in-store assets for today’s emerging omni-channel shopper. Website LCI expands a brand’s visibility into all of its website traffic marketing strategies, such as paid and organic search. In addition, Website LCI goes beyond media and ad campaigns to provide a more comprehensive view of marketing impact across the business. It offers a new set of “always on” performance metrics and business intelligence that allows brands to close the gap between online and offline shopping behaviors with their customers.

Why is website to store important? Is it about closing a gap, or does the mobile and desktop browser risk being neglected by platform companies and brands as everyone becomes more app-focused?

Despite the massive revenue opportunity that omnichannel consumers represent, marketers haven’t had visibility into the overlap between website visits and store visitors in order to capitalize on this growing shopping behavior. And for those marketers who have made massive investments in their websites, they still struggle to connect that investment to results beyond the web. As reflected in the findings from the NinthDecimal and Ansira study, Website LCI is able to help marketers fill the “blind spot” around understanding and developing omni-channel consumers for the first time.

Is the website to store feature being offered to clients across the board, or only as a requested-basis?

Website LCI is an always-on measurement product being offered to new and existing clients. Through NinthDecimal’s LCI Dashboard, subscribers can create an ongoing analysis of performance, quarterly foot traffic lift reports, visitation trends, and audience insights. This is all supported by a dedicated account management team to handle everything from implementation to analysis and recommendations. In addition, NinthDecimal will curate these online and offline customer audiences for brand activation and follow on engagement.

Can we mention any advertisers specifically who have tested the website to store function?

The findings from the NinthDecimal and Ansira joint study are based on actual implementations of Website LCI for major QSR, auto, and retail brands. With this type of marketing insights these brands have been able to uncover important trends related to their website traffic. For example, mobile generated a higher incremental lift in store visits than tablet and desktop while paid search traffic drove the highest website-to-store conversion rates. With Website LCI, each of the brands included in the study have been able to measure how effective they are at closing the gap between offline and online shopping behaviors.

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.