CPG manufacturers have invested millions of dollars in their brand websites and social media presence, yet they struggle to show how their digital marketing investments are influencing brand purchases in stores. Accenture, comScore and dunnhumbyUSA presented their groundbreaking study on the link between consumers’ usage of brand websites and their brand purchases in retail stores at the 2012 LEAD Marketing Conference in Chicago.

1. Are Your CPG Brands Maximizing
the Return on Your Digital Investment?
October 2, 2012

2. Who we are
Judy Bahary
Sr. Vice President, Agency & CPG Market Solutions
comScore
Ryan Krenn
Senior Manager, CPG Digital Marketing Solutions
Accenture Interactive
John LaRocca
Vice President, Media Solutions
dunnhumbyUSA
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3. About our companies
Accenture is a management consulting, technology services
and outsourcing company, which has offices and operations in
more than 200 cities in 54 countries.
comScore is a global leader in measuring the digital world and
preferred source of digital business analytics.
dunnhumby is the leader in personalizing the world’s experience of
retailers and brands. We help companies put the customer at the
center of every decision by using our insight to improve customers’
experiences and communications to earn their lifetime loyalty..
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4. Agenda
 Background: The Need for this Study
 Research Methodology
 Findings
 Key Takeaways
 Future Research
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5. The need for this study
 Effectiveness of CPG websites is a mystery
– CPGs invest millions in brand websites and social media, yet struggle to show how they
influence sales
 Little is known on what works online
– Digital agencies are always coming up with new ideas and recommendations for CPG
websites, but little is known about what works
 Gap between web and in-store sales
– Web analytics & online panels measure browsing leading to an online purchase
– Most CPG purchases are made offline - gap between site visits and offline purchase
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6. Research objectives
Do consumers Where are What website
visiting a brand’s brand buyers features drive in-
website buy more than spending their time store sales?
non-visitors? online?
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7. Integrating data sources
Single-source, Website Visiting &
Search Loyalty Card
privacy protected
data linking online
Video
activities and
in-store buying
Online
behavior Transactions
at the HH level. Advertising UPC Scan Data
Exposure
1 Million 60 Million
US Internet Users Households
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8. Accenture Web Evaluator (AWE)
52 metrics scored with benchmarking for 350+ leading global sites
Navigation Branding Engagement
 Link navigation, call-to-action  Clear “welcome to brand” content  Surveys, demos, live chat, tools,
 Simple menus, fast load times  Compelling brand proposition tutorials to interactively engage
 User driven intuitive navigation  Consistent message onsite  Downloads - apps, audio, video,
 Site maps  Clarity of message buying or ‘how-to’ guides, games
 Contest, sweepstake, promotions
 Multiple integrated routes
Information Globalization Relationship Building
 Daily refreshed content  Easy switch to other countries  Loyalty program, CRM
 Product comparison feature  Local language content &  Personalization & customization
 Ratings, reviews, product benefits currency, customer service  Login registration provides custom
 Product selection features  Consistent look & feel across content, news, games, product
 Separate product & corporate info languages & countries recommendations, saved basket
Service Commerce Social
 Instructions, manuals, recipes  Easy, secure purchase  Popular social features
 Effective self help, demos, FAQs  Clear pricing & promotion info  Active community posts & UGC
 Service via email, chat, phone  Accessories & related products  Brand participation with lively
 Allow feedback via reviews,  Omni-channel on+offline - return discussions, deep knowledge
surveys, forums  Store locator  Promotional events Nike+ 10K run
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9. Research methodology
 Examined 10 food & beverage + household product brands:
– Between $40 million and $3 billion in annual sales
– 5%+ household buyer penetration
– Between 100,000 and 2.3 million unique site visitors a month
 Study period: September 2010 - February 2011
 For confidentiality, individual brand results cannot be disclosed
 Represent a wide range of website and buyer behaviors
 Findings presented to the FMI and GMA (joint sponsors of the research)
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10. 10
Findings
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11. Most CPG brand websites attract relatively few visitors
Websites of 25 Largest CPG Brands
(Defined By Buyer Penetration)
64%
24%
8%
4%
Under 100 100-199 200-299 300+
No. of Monthly Unique Visitors (000)
Source: comScore, 2011
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12. Some CPG websites drive incremental in-store spending
On average, website visitors
spend 37% more than non-
Brand Spend
visitors …
Average 137
For 20% of brands, web site visitors
bought LESS THAN non-visitors.
Low 83 What does that say about the quality
of the online experience?
High 205
but one brand achieves a 105%
incremental spend from visitors
vs. non-visitors
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13. Engagement does not translate to exclusivity
$6.86
Website visitors spend
$4.83
53% more in the category
than non-visitors …
Visitors Non-Visitors
6.4
4.5
and purchase 58% more
units in the category
Visitors Non-Visitors
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14. Website visitors pay less per unit than non-visitors
On average, website visitors
Brand Price/Unit pay 8% less per unit than
non-visitors … couponing
Average 92 strategy?
Low 71
High 102 but some marketers earn 2%
higher unit price from visitors
using brand value messaging
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15. Illustrative case for CPG digital marketing
BRAND X Baseline
Annual Website Visitors 5,979,041
Incremental sales per HH/
Internet ROI
Year $8.64 Study
results
Incremental sales per Year $51,658,914
Est. Contribution Margin 30%
Value of one
Incremental Margin per Year $15,497,674 Brand
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16. Features of CPG brand sites
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17. Web site features that drive traffic, engagement, and sales
Which CPG web site features maximize off-line sales?
BUYER INDEX
Time on Site As time on site increases, brand purchase in store increases
per Month What Drives Time on site?
• Fresh Content
• Engaging experience via product ratings, sweepstakes, contests,
user generated content, recipes, video, & tools, surveys, demos,
live chat, downloads - apps, audio, buying or ‘how-to’ guides,
click-to-buy, and advergames
• Brand value messaging that provides reasons to buy brand
Philanthropic Presence of social cause on the brand site increases likelihood of
Mission in store brand purchase
Content Scroll More content on the brand site increases brand purchase in store
Business impact: Marketers need to generate a constant stream of fresh content
in all channels to keep consumer attention and increase purchases.
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18. Who is doing it right?
Product Ratings &
Reviews (Video)
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19. Who is doing it right?
eNewsletter Program
Signup
Printable Coupons
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20. Who is doing it right?
Gamification
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21. Who is doing it right?
Click-to-Buy
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22. Illustrative case for CPG digital marketing
What if Brand “doubled” traffic and engagement?
BRAND X Baseline After
Annual Website Visitors* 5,979,041 11,958,082
Incremental sales per Year $8.64 $8.64
Incremental sales per Year $51,658,914 $103,317,828
Contribution Margin 30% 30%
Incremental Margin per Year $15,497,674 $30,995,349
margin +$15.5 million
Incremental annual margin from digital brand experiences that
 create consumer engagement
 deliver rich experiences
 generate awareness
 engender an emotional connection to brand
This is a BIG opportunity to drive engagement with the brand!
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23. 5 Key Takeaways
1. CPGs have significant potential to build engagement and preference
2. Most miss this opportunity because too few consumers visit their site
3. A few CPGs have online experiences that generate incremental sales
4. Requires fresh content and a clear call to action
5. Integration of online and in-store data needed to measure the
impact of digital for CPGs
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24. Future Research: Brand websites vs. social networks
Social Media
Brand Websites
Fans Friends of Fans
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25. Are Facebook fans responsive to the messaging?
 Evaluate Facebook activity including commenting or “liking” a post
 Look at online behavior of exposed fans: do they visit your website?
Facebook Activity BrandX.com Visitation
6%
10% Commented on or
"Liked" a post by
Brand X
2%
Did not respond to
any of Brand X's
messaging
90%
Total Internet Brand X Fans
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26. Are fans & friends of fans more valuable?
 Look at offline spending of fans, friends of fans and non-fans
 Compare fan spend to brand website spend
Spend per Household for Brand X and the Category
$19.96
$17.32
Brand X Fan
$10.55 Friend X Friend of Fan
Brand of Fan
$8.52 Non Fan or Non Friends
$6.80
$5.23
Brand Spend/HH Category Spend/HH
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27. 27
Who is visiting your brand site and who are your
Facebook fans?
 Compare the demographics of your website visitors and Facebook Fans to total
Internet composition
Gender Age
Total Internet BrandX.com Visitors Brand X Fans
19%
< 18 12% Total Internet
60% 65% 8%
52% 48% BrandX.com Visitors
40% 35% 11%
18-24 14% Brand X Fans
20%
15%
Females Males 25-34 25%
31%
Ethnicity 16%
35-44 16%
Total Internet BrandX.com Visitors Brand X Fans 18%
16%
45-54 13%
9%
16% 22%
12% 10% 10% 11% 23%
55+ 20%
14%
Hispanic African American
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28. Thank You!
Accenture
Ryan Krenn
(414) 698-8523
ryan.t.krenn@accenture.com
comScore
Judy Bahary
(312) 775-8836
JBahary@comscore.com
dunnhumbyUSA
John LaRocca
(513) 632-0613
John.LaRocca@us.dunnhumby.com
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29. 29
Appendix
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30. Web site features that drive traffic, engagement, and sales
Buyer Index Importance
As time on site increases, brand purchase in
Time month 69%
store increases
Philanthropic Presence of social cause on the brand site
10%
Mission increases likelihood of in store brand purchase
More content on the brand site increases brand
Content Scroll 7%
purchase in store
86%
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31. Web site features that drive traffic, engagement, and sales
Time Per Month Importance
More content refresh increases time spent on
Fresh Content 74%
brand site (seasonal / monthly)
Presence of brand value messaging (reasons to
Promotion 8%
buy brand), increases time on site
Product ratings, user generated content,
Value Add Tools 4%
recipes, video, and tools increase time on site
Presence of a click to buy features increases
Buy Online 4%
time spent on site
90%
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