Retailers, shoppers, and the digital influence factor

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The new digital divide

Retailers, shoppers, and the digital influence factor

Digital devices’ influence on in-store purchase behaviour is growing much faster than anyone could have anticipated.

Deloitte’s research shows that today digital technologies influence 36 percent or $1.1 trillion of in-store retail sales, and this number will likely increase to 50 percent of in-store sales by the end of 2014.

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The new digital divide

Given this acceleration, we are at a tipping point in retail — a point where digital channels should no longer be considered a separate or distinct business. Instead, digital is fundamental to the entire business and the entire shopping experience, in and out of the store. 

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