• by Jack Loechner , Staff Writer, March 11, 2016

According to a new study from Deloitte, exploring the digital influence of in-store sales across 9 countries, digital influences 49% of in-store sales studied, while mobile influenced 28%. The US leads in digital influence among the 6 mature markets studied. By comparison, says the report, digital influences 28% of in-store sales in the UK, with mobile influencing 16%,

The study found that digital influences consumer behavior across all countries evaluated, but the detail behind this influence varies based on country and by micro-characteristics within the market, says the Deloitte report. Customers around the world are using digital access to tailor the way that they shop. Comparisons at all levels, across countries, age groups, and product categories, prove to be insightful in understanding the true digital needs of today’s consumer and ultimately.

The data also reinforces, says the report, the reality that retailers are underestimating the consumer’s evolving desire and ability to incorporate digital into their in-store shopping journeys. The trends identified related to the impact digital is having on in-store shopping around the globe coalesced into three core hypotheses:

1.There is no single path toward digital adoption or optimization.

While all countries studied are heading in the direction of increased digital adoption and usage, the progression is taking place at considerably different paces. The developing world will not necessarily follow in the footsteps of the most digitally developed countries today. Emerging markets appear to skip adoption stages experienced previously by developed markets, and therefore may come up the adoption curve more quickly.

2. One digital “size” does not fit all customers within a given market.

Even within the context of a market, digital behavior varies based on personal context, says the report… who the consumer is, what stage in the process they are in, and what they are looking to buy. Demographic factors such as age and income play a role in shaping shopping habits within each market. In addition, consumers clearly use digital tools very differently based on the product type for which they are shopping.

3. Across the world, consumers are demanding digital tools and features to execute their own shopping journeys.

Irrespective of culture, digital has a significant impact on in-store retail, and in fact is dramatically more valuable than viewing digital through the lens of online revenue, concludes the report. These tools and channels help extend the retailer’s reach beyond the traditional shopping trip and generate incremental revenue and profit in the store and across all channels. Customers, however, are still generally left unsatisfied and underserved by retailers’ current digital offerings, finds the study.

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