Half of in-store sales digitally influenced

While online sales of allergy products may still be relatively low, thousands of consumers are making these purchases online — and many millions more are using the Web to learn about products and decide which brands to purchase.



That’s why it’s critical for brands to optimize four key areas — online search, images, content and availability, according to a new report from Clavis Insight. Search is the new shelf, the company noted, and the rules for winning online versus winning in store are vastly different.



Deloitte estimates that 50% of in-store sales are now digitally influenced, meaning that many allergy sufferers are turning to the Internet to research allergy products, brands and forms — even when making their purchases in physical stores, according to the Clavis Insight report.



However, simply having an online presence is not enough. Fewer than 30% of Amazon shoppers click beyond the first page of search results, according to Millward Brown Digital. So, if a brand is not returning on the first one or two pages of key search term results, it isn’t “on shelf” for those consumers. “Optimizing your products to rank in the top 20 against key category search terms, and then consistently monitoring search performance, is imperative for online success,” said Clavis Insight researchers.



So, who is winning? New entrants and private-label brands are taking the lead in terms of online presence. Flonase and Nasacort, nasal sprays previously available only by prescription, have worked their way to the top of the Allergy Clavis Insight Index ranking with consistent availability and top search results across retailers. Meanwhile, private label is giving brands a run for their money as retailer brands tend to perform better in search terms on retailer sites.



The analysis was conducted based on data collected from six U.S. online stores — Amazon.com, CVS.com, drugstore.com, Target.com, Walgreens.com and Walmart.com. The analysis includes 56 brands and 784 SKUs across the category.