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Traditional
retailers tend to focus on sales and profit to calculate ROI, instead
of examining other benefits that a website can bring, such as offline
sales influenced by the website, and improved payroll productivity.
The
ROI of the websites of brick-and-mortar retailers is up to 65 percent
higher when these extra factors are taken into account.
A traditional retailer with a successful website should find that
up to two-thirds of the benefits from their online channel will
lie in the non-transactional features of the site.
Forty-six
percent of traditional retailers say sales is the primary metric
they use to calculate the success of their websites, and 23 percent
say profit is their primary metric.
Jupiter
says this narrow focus ignores the fact that 45
percent of consumers have purchased a product in a company’s
offline store after researching it on the company’s website.
Jupiter*
advises traditional retailers to act quickly to integrate their
online and offline systems so they can offer features such as offline
store inventory on their websites.
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