Primetag, an analytics and ROI measurement platform for influencer marketing, has launched its Influence to Store Analytics solution in the UK. 

The new tool provides brands with a comprehensive view of how influencer engagements impact online and in-store customer behavior.

According to Primetag, the UK influencer marketing industry is projected to reach $1.17 billion in spending by 2024. 

Until now, brands have relied on metrics such as likes, shares, and impressions to gauge the effectiveness of their influencer campaigns. Primetag’s solution correlates influencer activity with e-commerce sales and physical store visits.

Early results from pilot programs with European retailers, including Mango, IKEA, Calzedonia, Parfois, and El Corte Ingles, reveal that up to 70% of the total ROI from influencer engagements occurs in-store rather than online.

The pilot program also demonstrated that influencer campaigns can achieve a positive ROI of 60% when optimized using omnichannel metrics.

“The influencer economy is maturing into a primary channel for marketing teams globally,” said Manuel Albuquerque, CEO and co-founder of Primetag, in a news release. “What was once a gimmick is now an integral part of many brands’ go-to-market strategy.”

Albuquerque added that the new solution offers a clear view of influencer marketing performance. It provides influencer marketing teams with metrics to justify budgets, brand leaders with perspective to evaluate campaign performance, and creators with insights to demonstrate their value.

According to a recent PYMNTS study, Zillennials (born between 1991 and 1999) demonstrate a strong preference for online shopping, with 37% preferring to shop for retail products exclusively online. 

This rate surpasses that of both non-zillennial Gen Z (34%) and non-zillennial millennials (34%). Conversely, zillennials are the least likely to prefer in-person retail shopping, at 29%, compared to 32% for both non-zillennial Gen Z and millennials.