Surprising Insights on How Online Influencers Drive Retail Sales
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Generating sales at the point of purchase: We recently conducted research among more than 500 women consumers to see how e-commerce reviews influence the consumer path to purchase. In fact, after reading an online review and deciding to make a purchase, 77 percent of consumers reported buying the product online, while 23 percent purchased it offline. Our program for a consumer household brand centered on mom influencers who received products and wrote e-commerce reviews at the point of purchase — for both online and offline retailers. Overall, the program generated more than 1,700 reviews, significantly increasing the products' exposure at the point of sale.
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