IRI conducted an omnichannel insights analysis, which provided the client with e-commerce share-of-wallet for its categories across shopper segments. The shopper segments were created based upon shoppers’ responses to an e-commerce-focused survey, which asked respondents to identify the drivers of their online purchases, such as price, content, assortment and more.
The analysis showed that shoppers who were motivated by item reviews online were spending a larger share of their category dollars online, indicating that reviews were a primary driver of their online purchase decision.
