Client Story

Why 64% of in-store shoppers research online before they walk in

A multi billion-dollar laptop brand wanted the full path to purchase, not just the part inside the store. OmniTraffic® data on consented first-party panelists found 64% had researched online within two weeks of the visit — and 13% went back online after leaving.

At a glance

Client: A multi billion-dollar laptop brand (not named in the source)
About the laptop brand: The story identifies its client only as “that multi billion-dollar laptop client” and names no brand — a laptop maker whose shoppers research online before walking into a store.
Solution: OmniTraffic® data
Challenge: Know the full path to purchase — every step before, during and after the store visit.
Method: First-party panelists who have given informed consent share their online and in-store activity all the time, so the brand could run custom analysis across the whole visit rather than field a survey.
Result: 64% of shoppers researched online within two weeks of the store visit, and 13% went back online after they left it.

The goal

In fact, we saw 64% of in-store shoppers do research online before going in-store.

It’s sexy.

That sleek, white laptop the man behind the counter is showing. You want it. It’s why you went on line to look at all the other options, long before you stepped into the store.

You’re not alone.

Now, imagine you’re the laptop brand. Wouldn’t you like to know the full path to purchase?

Research was required

Wrong. You have OmniTraffic® data.

You want to know every step.

To watch buyers before, during, and after their visit. You’d love to catch consumers online, follow them into the store – and then talk to them outside. But, that’s impossible, right?

Our approach

Your 24/7 access to in-store + online shoppers.

These consumers have given their informed consent to share all their data – all the time, so you can run custom analysis on everything they do.

Which means, that multi billion-dollar laptop client got:

OmniTraffic® Data

OmniTraffic® Data validated both online + in-store visits.

Every touch point

Digital data was collected before, during + after the store visit.

Accurate data

Only first-party panelists were used with informed consent (as always).

The results

Buyers looked online first — and then checked again.

First, buyers look online:

81%

of online researchers looked at multiple retailers.

67%

of brand #1 shoppers searched on line first vs. 49% for brand #2.

64%

of shoppers did online research within 2 weeks of visiting the store.

Phase 2: Then, they check again + again:

13%

of shoppers searched online again, after leaving the store.

13%

All 13% were websites and apps for a different retailer than the original store.

were actually searching online, while they were still physically inside the store.

About the laptop brand

A multi billion-dollar laptop brand selling through physical stores as well as online. Neither the story nor its case-study PDF names the company, so the source’s own descriptor is carried here rather than a guess.

About MFour

MFour solves the issues of data fraud and commoditization in research using validated consumer data and a groundbreaking end-to-end insights platform. Utilizing the 4.5 star rated iOS & Android Surveys On The Go® app, MFour collects validated consumer behaviors + surveys to gain deep insights into consumer journeys.

See the whole path to purchase, not just the part inside the store.

OmniTraffic® data follows first-party panelists who have given informed consent — online, into the store, and back online again.

Talk to an insights strategist