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RESEARCH, ANALYSIS & TRENDS
ment as a failed conversion - when and here especially those selling put mobile commerce sales at
in reality it may represents a cus- electronics/appliances (58 %), fol- roughly $40 billion today. By com-
tomer who just started his wish list lowed by furniture (56%) and sport- parison, Deloitte Digital's data indi-
in the online basket, but chose to ing goods (50%), while the impact cates that mobile-influenced sales
purchase the items in the store. In is lower in categories like health/ in the store have reached $593 bil-
that case, digital engagement may personal care/drug (35%), grocery lion, suggesting that smartphones'
have led to a sale in the physical (29%) and general merchandise/ influence on store sales has far
store. This impact is much higher department/warehouse clubs surpassed the rate at which con-
when measured holistically across (23%). sumers make a purchase directly
the organization and regardless of on their phones.
channels, rather than force-fitted to E-Commerce and bricks-and-
a single point of purchase." mortar businesses are no longer Kasey Lobaugh, principal, Deloitte
isolated Consulting LLP and Deloitte Digi-
Specialty stores are most digital- tal's chief retail innovation officer
ly-influenced From the customer’s point of view, explains: "Mobile and online trans-
e-Commerce and bricks-and-mortar actions represent only a sliver of
Currently, more than 90% of retail businesses are no longer isolated total retail revenue potential. Retail-
sales occur in brick-and-mortar and this fact challenges many re- ers that narrowly focus on digital
stores, but the surging digital influ- tailers today. Based on their find- commerce – rather than the full
ence calls upon retailers to redefine ings, Deloitte Digital advises retail- journey that leads to a purchase –
marketing, the store associate's ers to change dramatically the way often fail to recognize how their
role and in-store technology. they think, measure, and invest in customers shop and make deci-
digital, besides urging them to ad- sions in the store. The result is a
Consumers largely prefer to navi- dress their customers’ digital needs digital divide between what con-
gate the aisles and the checkout and wants properly. sumers do and what retailers deliv-
without a store associate's help. er. This gap not only threatens
Eight in 10 (80%) respondents in Indeed, retailers are often failing to overall revenue, but requires retail-
Deloitte Digital's study said they measure the impact of digital accu- ers to reset the way they measure
and invest in digital efforts."
prefer to obtain product information rately on various measures of suc-
on their own device or from an in- cess, such as traffic, conversion,
store device like a kiosk, rather order size, and loyalty. But viewed For more information about the
than ask a sales associate. holistically, these metrics can be study's findings and methodology,
powerful leading indicators of cus- please take a look at the
However, digital interactions are tomer preference and purchase infographic or
not "one-size-fits-all" and vary sig- intent. download the full report. ◊
nificantly by store category. For
instance, the highest influence via To no surprise, looking solely at By Daniela La Marca
devices occurs in specialty stores – smartphones, industry estimates
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
ment as a failed conversion - when and here especially those selling put mobile commerce sales at
in reality it may represents a cus- electronics/appliances (58 %), fol- roughly $40 billion today. By com-
tomer who just started his wish list lowed by furniture (56%) and sport- parison, Deloitte Digital's data indi-
in the online basket, but chose to ing goods (50%), while the impact cates that mobile-influenced sales
purchase the items in the store. In is lower in categories like health/ in the store have reached $593 bil-
that case, digital engagement may personal care/drug (35%), grocery lion, suggesting that smartphones'
have led to a sale in the physical (29%) and general merchandise/ influence on store sales has far
store. This impact is much higher department/warehouse clubs surpassed the rate at which con-
when measured holistically across (23%). sumers make a purchase directly
the organization and regardless of on their phones.
channels, rather than force-fitted to E-Commerce and bricks-and-
a single point of purchase." mortar businesses are no longer Kasey Lobaugh, principal, Deloitte
isolated Consulting LLP and Deloitte Digi-
Specialty stores are most digital- tal's chief retail innovation officer
ly-influenced From the customer’s point of view, explains: "Mobile and online trans-
e-Commerce and bricks-and-mortar actions represent only a sliver of
Currently, more than 90% of retail businesses are no longer isolated total retail revenue potential. Retail-
sales occur in brick-and-mortar and this fact challenges many re- ers that narrowly focus on digital
stores, but the surging digital influ- tailers today. Based on their find- commerce – rather than the full
ence calls upon retailers to redefine ings, Deloitte Digital advises retail- journey that leads to a purchase –
marketing, the store associate's ers to change dramatically the way often fail to recognize how their
role and in-store technology. they think, measure, and invest in customers shop and make deci-
digital, besides urging them to ad- sions in the store. The result is a
Consumers largely prefer to navi- dress their customers’ digital needs digital divide between what con-
gate the aisles and the checkout and wants properly. sumers do and what retailers deliv-
without a store associate's help. er. This gap not only threatens
Eight in 10 (80%) respondents in Indeed, retailers are often failing to overall revenue, but requires retail-
Deloitte Digital's study said they measure the impact of digital accu- ers to reset the way they measure
and invest in digital efforts."
prefer to obtain product information rately on various measures of suc-
on their own device or from an in- cess, such as traffic, conversion,
store device like a kiosk, rather order size, and loyalty. But viewed For more information about the
than ask a sales associate. holistically, these metrics can be study's findings and methodology,
powerful leading indicators of cus- please take a look at the
However, digital interactions are tomer preference and purchase infographic or
not "one-size-fits-all" and vary sig- intent. download the full report. ◊
nificantly by store category. For
instance, the highest influence via To no surprise, looking solely at By Daniela La Marca
devices occurs in specialty stores – smartphones, industry estimates
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
