Navigating the New Digital Divide

Capitalising on digital influence in retail

July 2015

Digital technology is expected to influence £170 billion of retail sales by the end of 2015.

The results are clear: digital influence continues to accelerate and shift the ground under the feet of retailers large and small alike. This is resulting in an increasing divide between consumers’ digital expectations and retailers’ ability to deliver on them.

Deloitte has been tracking and measuring digital influence on retail sales since 2012 and this year’s study has uncovered some new consumer behaviours:

  • Digital influenced consumers buy more and spend more;
  • Not all retail categories are equal;
  • Consumers prefer to use their own devices for assistance in store;
  • Consumers are hunters, not gatherers once they arrive in-store.
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