Digital interactions are expected to influence 64 cents of every dollar spent in retail stores by the end of 2015; digitally-influenced sales will total $2.2 trillion this year, finds research and consulting firm Deloitte Digital in its new study, “Navigating the New Digital Divide.”
Digital’s influence has grown enormously, from just 14 cents of each dollar spent in brick-and-mortar stores in 2012. And mobile is playing an increasingly important role.
What’s more, Deloitte Digital has identified a growing digital divide where consumers’ digital behaviors and retailers’ ability to deliver on those expectations continue to diverge.
“Retailers often use the wrong metric—online sales—to indicate whether their digital strategy is working,”says Kasey Lobaugh, principal, Deloitte Consulting LLP, and Deloitte Digital’s chief retail innovation officer. “Last year, e-commerce sales represented $300 billion, or just 7%, of total retail sales, while digitally-influenced store sales were over five times higher, topping $1.7 trillion. Retailers that prioritize and design digital functionality with the sole purpose of driving sales in the e-commerce channel marginalize the consumer experience and risk ceding authority to competitors.”
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