The way shoppers interact with a brand online has a growing impact on how those same shoppers behave while in brick-and-mortar stores. By the end of 2014, digital interactions between shoppers and retailers will influence $1.5 trillion, or 50 percent, of all in-store sales, according to a new study from Deloitte Digital.
The study, "The New Digital Divide," quantifies the extent to which consumers' use of desktop and laptop computers, tablets and smartphones influences brick-and-mortar store sales. The survey found that 84 percent of store visitors use their devices before or during a shopping trip, also known as "showrooming," and another 22 percent of consumers spend more as a result of interacting with a retailer on its Web sites, email and social media channels.
The findings also suggest that retailers too narrowly focused on digital commerce — rather than the full journey that leads to a purchase — could miss an opportunity to learn how their customers shop and make decisions in the store. According to Deloitte, this could result in a digital divide between what shoppers do online and what retailers deliver in stores.
Smartphones will continue to have a large impact on store sales as well. Deloitte Digital's data indicates that mobile-influenced sales in the store have reached $593 billion, suggesting that smartphones' influence on brick-and-mortar sales has surpassed the rate at which consumers make a purchase directly on their phones. Industry estimates put mobile commerce sales at roughly $40 billion.
-See this Deloitte Digital press release
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