There’s no doubt that the combination of all digital activities drives far more product and brand awareness than the physical store. But no single online channel—whether third-party retailers, brand websites, or social networks—has overtaken the power of the store.
Physical stores are still relevant for driving upper-funnel awareness
- The store is most important in grocery categories. Roughly half of shoppers who purchased a new brand or product in food and beverage (50.8%) or household supplies (48.6%) discovered it while shopping in-store.