Digital influences $1 trillion in retail sales

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.

For more:
-See this Deloitte Digital press release

Related stories:
NRF optimistically predicts 4.1% sales increase for 2014
NRF: Retail spending for Super Bowl will hit record high
U.S. consumer confidence rebounds in December
November retail sales beat estimates, jump most in 5 months
Retail sales slump ahead of Christmas, year-end shopping expected to be big

Suggested Articles

Costco changes up its menu items, and Alibaba and Guess partner for a physical store.

Janey Whiteside, Walmart's new chief customer officer, is well acquainted with the importance of customer service in modern retail.

Whole Foods will offer deals on Amazon's Prime Day, and tariffs against China are causing pricing hikes.