As a continuation of our multi-channel video series (Part 1, Part 2), today we will share brand new research findings on how digital impacts in-store sales and activities across several industries. According to Matt McAuliffe from the Channel Solutions Team at Google, the aggregated results from the multiple online-to-store tests we have done to date show an in-store sales lift of up to 3%. Kevin Kells, the National Industry Director of CPG at Google, added that there is actually a "Zero Moment of Truth" which happens with brands online, which precedes even the point of sale interaction with consumers in-store.

Watch the 4-min recap video on this session:



More research is underway, but to learn more about the specific research we referenced above, you can visit the Official Google CPG Blog.

Posted by Julia Tang, the Google Retail Team