Understanding the relationship between online & in-store buyers

Discover how retailers are using TruRating to improve their business with better customer insights.

Nutrition Warehouse 1

31%

Customers Webrooming

$4

Transaction Drop

Web

Strategy Optimized

Understanding the omnichannel journey
The Challenge
When Nutrition Warehouse first signed up with TruRating, one of the key concerns for the team was gaining a deeper understanding of to what degree in-store customers were researching products before arriving at store. As a market that had a high percentage of engaged and educated customers, there was a suspicion that a large proportion of customers maybe engaging in Webrooming – the practice of researching products online before going into store for a final evaluation and purpose.

How We Helped

Utilizing the ability to ask ‘custom questions’, we set up a question in-store asking customers whether they had researched a purchase online before entering the store. The question provided a simple, but impactful view into the behaviour of Nutrition Warehouse’s in-store customers, while tying this back to the impact on customer spend also. In a matter of weeks, we were able to report back to the business with data collected from across their store estate.
31% of Nutrition Warehouse customers were using the brand’s website to research online
The Impact
We found that 31% of Nutrition Warehouse customers were using the brand’s website to research online before making a purchase, with an average $4 decrease per transaction when this took place. Not only did this validate the suspicion that customers were researching products before purchasing, but it also helped them to understand the importance of providing high quality content and information online – both at the level of individual product details, but also in terms of their wider content strategy of general advice on supplements, training, muscle gain, weight loss and nutrition.

31%

Customers Webrooming

$4

Transaction Drop

Web

Strategy Optimized

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“The ability to ask questions about the online experience in-store (and vice versa) provides a unique snapshot of customer sentiment we previously couldn’t capture.”
nutrition-warehouse-garbutthtml
“TruRating has helped us understand the customer journey in more depth and optimize our web and store channels accordingly – so important in today’s multi-channel world.”
nutrition-warehouse-garbutthtml
nutrition-warehouse-garbutthtml
nutrition-warehouse-garbutthtml
“The ability to ask questions about the online experience in-store (and vice versa) provides a unique snapshot of customer sentiment we previously couldn’t capture.”
nutrition-warehouse-garbutthtml
“TruRating has helped us understand the customer journey in more depth and optimize our web and store channels accordingly – so important in today’s multi-channel world.”
nutrition-warehouse-garbutthtml
nutrition-warehouse-garbutthtml
Bio
Nutrition Warehouse is an Australian retailer of sports, bodybuilding, and general health supplements with an emphasis on professional quality and customer service. The store is known for its unique warehouse-style store layout that boasts one of the largest range of products in the marketplace. With a focus on highly-trained customer support, the brand’s goal is to help its customers reach their own – ‘because our passion, is your passion’.
Name
Nutrition Warehouse
Region
APAC
Company Size
Medium
Industry
Health
Website
www.nutritionwarehouse.com.au/
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