Study Measures Influence of New Technology on In-Store Sales

Deloitte’s recent study, “The New Digital Divide: Retailers, Shoppers, and the Digital Influence Factor” shows that digital technologies are an integral part of the entire shopping experience since they influence $1.1 trillion of in-store retail sales. By the end of 2014, the percentage of in-store sales that digital technologies influence will increase from the current 36 percent to 50 percent. The retail categories most influenced by digital include electronics, furniture and sporting goods.

A good digital strategy will positively impact a store’s traffic, order size, and brand loyalty. According to the study, 84 percent of visitors reported using digital technology for shopping-related activities before or during their most recent trip to a store.

Some 22 percent of customers also spend more than they intended as a result of using digital. About 75 percent of consumers found product information on social channels that influenced their shopping and enhanced brand loyalty.

Digital shoppers are often more inclined to use digital technology when they need help in the store. To get product information, 80 percent of digital shoppers turn to their own device or in-store device while only 20 percent find a sales associate. Digital shoppers also check item availability 78 percent of the time on a digital device or checkout/make a payment on a device 76 percent of the time.

Digital activity varies by store type. Comparing prices and finding coupons are activities that customers do when they are in the market for clothing, sporting goods, home improvement supplies, furniture, health products, jewelry or baby products. Planning a store trip is an activity that is most common for grocery store visitors. Customers looking for auto parts, books, music, entertainment, electronics and appliances usually use digital technologies to get product information.

Deloitte’s survey was conducted online in November of 2013 with 2,006 random customers.