Who would have guessed that websites for paper towels pay out?

Actually, a new study by Accenture, comScore and dunnhumbyUSA doesn’t mention paper towels specifically, but does show that visitors to CPG (Consumer Packaged Goods) brand websites buy 37% more in retail stores than non-visitors.  (O’Malley, 2012)

When you think about it, it does make sense.  Who other than heavy users would bother?  (That’s the 20% of users who do 80% of the purchasing.) 

Still I am somewhat surprised to find that some people do indeed want to have a deeper relationship with their paper towels.  I just want mine to pick up my latest spills.

O’Malley, G.  (2012, January 30).  Engaging CPG Site Visitors Increases Buys In Retail Stores.  mediapost.com. Retrieved February 2, 2012, from

http://www.mediapost.com/publications/article/166810/engaging-cpg-site-visitors-increases-buys-in-retai.html