6/29/2015
Digital Influences Sales
Ann-Marie Vazzano
By the end of this year, digital interactions are expected to influence 64 cents of every dollar spent in stores, according to a new Deloitte Digital study. In 2012, that number was just 14 cents. “Digital influence” refers to brick-and-mortar retail sales impacted by shoppers’ use of digital devices, such as smartphones. Despite this increase in digitally influenced spending, consumers surveyed said they’re 30% less likely to use smartphones to perform price comparisons in-store than they were a year ago. According to Deloitte, consumers now are using mobile devices more for inspiration and ideas—not just to compare prices. And consumers who use digital devices while shopping actually convert at a 20% higher rate than those who don’t. In addition, consumers who use social media while shopping are actually four times more likely to spend more.
GP