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How Char-Broil Turned Website Clicks Into a 70%+ Increase in Retailer Leads and Sales

Key Results:

• 58% of shoppers who clicked Char-Broil's "Where to Buy" button clicked through to a retailer, a strong signal of purchase intent Char-Broil couldn't measure before.
• Adding one-click Add to Cart (A2C) to the Shoppable Where to Buy widget increased leads and sales more than 70%.
• Within two months of launch, Char-Broil had first-time, quantifiable data on how Char-Broil.com influences the path to purchase.

Overview

Char-Broil, an outdoor grill and smoker brand, partnered with Wayvia to launch a Where to Buy (WTB) tool — a shoppable widget on Char-Broil.com product pages that shows shoppers where to buy online and in nearby stores. Because most Char-Broil grills are ultimately purchased in physical stores, the brand had little visibility into how its own website shaped that decision. Wayvia's tracking data showed that 58% of consumers who clicked the Where to Buy button on a Char-Broil product page clicked through to a retailer — a clear, previously unmeasured signal of purchase intent.

The challenge

Most Char-Broil products sell in brick-and-mortar stores, so the brand needed a way to quantify — not estimate the role Char-Broil plats in the customer's path to purchase.

"Being able to quantify the role Char-Broil.com plays in the customer journey has been a huge win for us internally."

- Matt Weiss, E-Commerce Manager, Char-Broil

The Solution

To close that gap, Char-Broil added Add to Cart (A2C) functionality to its Shoppable Where to Buy widget. Instead of sending shoppers to a retailer's homepage or search results, the one-click A2C flow placed the exact product directly into that retailer's cart. Removing that extra step drove a 70%+ increase in leads and sales through the retailer.

Wayvia and Char-Broil also designed the widget to match Char-Broil's branding and to show local and online sellers side by side, each with real-time stock availability.

The Results

Within two months of launching Wayvia's Where to Buy tool [in MONTH YEAR], Char-Broil had, for the first time, behavioral data showing how its website influences purchases: 58% of Where to Buy clicks converted into retailer visits.

"Wayvia is full of absolute rock stars."

"They made implementation easy and ensured proper tracking before launch."

- Matt Weiss, E-Commerce Manager, Char-Broil

Frequently Asked Questions

Q: What is Wayvia's Where to Buy (WTB) tool?

A: Where to Buy (WTB) is a shoppable widget from Wayvia that brands place on their product pages to show shoppers exactly where a product is sold — online and in nearby stores — including real-time price and stock availability.

Q: How much did Char-Broil's leads and sales increase after adding Add to Cart?

A: Char-Broil saw leads and sales increase more than 70% with a key retailer partner after adding one-click Add to Cart (A2C) functionality to its Shoppable Where to Buy widget.

Q: What percentage of Char-Broil's Where to Buy clicks convert to retailer visits?

A: 58% of consumers who click the Where to Buy button on Char-Broil.com go on to click through to a retailer, according to Wayvia's tracking data.

Q: How long did it take Char-Broil to see results from Wayvia's Where to Buy tool?

A: Char-Broil had measurable behavioral data within two months of launching Wayvia's Where to Buy tool.

Q: Why did Char-Broil need a Where to Buy tool if most sales happen in stores?

A: Because most Char-Broil grills are purchased in physical stores, the brand had no way to measure how its website influenced that decision. Wayvia's Where to Buy tool gave Char-Broil, for the first time, quantifiable data connecting website activity to retailer purchases.

Consumer Activity from char-Broil's Where to Buy Tool

Char-Broil added a "Where to Buy" button to its product pages, like the Digital Electric Smoker page shown below, that opens Wayvia's Where to Buy tool — letting shoppers find the product online through retailers such as Target, Walmart, Amazon, and Ace, or locate it at a nearby store. Once the tool launched, Wayvia tracked exactly how shoppers used it: 58% of shoppers who clicked Where to Buy went on to take a purchase-related action, and of that group, 77% clicked through to one of Char-Broil's trusted retailers, 23% clicked to buy directly from Char-Broil's own eCommerce site, and 1% clicked "Get Directions" to buy in-store.

Consumer Activity on the Char-Broil Where to Buy

How Wayvia turns shopper clicks into answers

Every click through Wayvia's Where to Buy tool reveals which retatiler a shopper bough from, what else they purchase, and where they went after leaving the brand's site — the impressions, click-through rate, and conversion data that used to be invisible.

How Wayvia Turns Shopper Clicks into Answers

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