Testing for the Omnishopper:
Why Research
Can’t Stay in Silos
Shoppers don’t buy in a straight line anymore. Shopping is happening everywhere.
A trip to the store often includes a quick search on a smartphone, a scroll through retailer media, and a stop at an in-store display before a product ends up in the cart. In fact, a Harvard Business Review study of 46,000 shoppers found 73% used multiple channels during the path to purchase.
This omnishopper reality creates a big challenge for brands: if your testing looks only at one touchpoint, for example the PDP or the display, you’re missing how shoppers actually experience your brand.
Testing only PDPs
Optimizing copy, images, and claims matters. 76% of shoppers say high-quality images are critical to clicking into a PDP, and interaction with Q&A can lift conversion by 177%. But those gains only matter if the shopper reaches the page. If your display or retail media doesn’t align with the PDP, you may never earn the click.
Testing only displays
Measuring “stop power” and traffic flow is useful. But 56% of in-store shoppers use their phone to research while in the aisle, often comparing prices or verifying claims. If the digital shelf doesn’t carry the same message and proof points, the journey breaks down right where conversion should happen.
The result
Data that looks strong in isolation, but doesn’t reflect reality. Your creative may “win” in one test, yet still leak sales when the shopper takes their next step.
Why SellCheck’s Methodology is Different
At SellCheck, we built our approach for the way people actually shop, across channels and touch-points.
Behavioral science at the core
We evaluate whether creative grabs attention, communicates clearly, feels credible, motivates action, and guides the next step.
Retailer-specific nuance
PDP rules, RMN formats, and in-store specs vary. Our testing accounts for these differences so the same core message survives.
Cross-channel alignment
We have the ability to test not just whether each asset works on its own, but whether claims, images, and hierarchy carry through from endcap to retail media to PDP by leveraging our consistent methodology to assess each of those touchpoints.
Actionable recommendation
We deliver prioritized fixes that can be applied across touchpoints, so teams act quickly instead of juggling disconnected insights.
This ensures your shopper sees one consistent, motivating idea wherever they encounter your brand.
What Brand Gains
By moving beyond siloed research and testing like shoppers shop, brands can:
Avoid blind spots that come from single-channel testing.
Build consistency across displays, retail media, and PDPs.
Boost conversion by reinforcing the same clear message throughout the journey.
And with retail media ad spend projected to reach $61B in 2024, plus continued investment in in-store activations, the stakes for getting omnichannel right have never been higher.
Ready to Test for the Omnishopper?
SellCheck helps brands evaluate creative as a connected system, not in silos. From shelf to screen, we uncover where your story carries through—and where it breaks—so you can close the gaps before they cost you sales.
Connect with us here to make sure your creative wins across the full shopper journey.