74% of UK retailers are failing to accurately assess how their digital marketing efforts are affecting their sales in physical locations.
The survey of 1,153 retail workers by digital marketing agency Marketing Signals reveals a serious knowledge gap among retailers and highlights that many are unsure of the digital ad impact on in-store sales. Another 68% of retailers were also unsure of the ROI of their latest campaign.
According to Marketing Signals, 85% of UK retail transactions still occur in store. However, 94% of consumers research products online before heading out to make a purchase.
“Our research points to the growing importance of omnichannel in the UK, yet many struggle to measure success,” explained Gareth Hoyle managing director at Marketing Signals.
“While technology such as Google Store Visits exists to help retailers accurately measure the ROI of their digital spend, we see many retailers ignoring this and attempt to resolve the problem with in-store surveys. Using the surveys to establish if customers who’ve searched for something online have actually visited a retail store, isn’t a particularly sophisticated solution to a very modern problem.”
Meanwhile, retailers who fully embraced digital technologies were more likely to accurately measure their own ROI.