We know digital will be growing in importance, even with the lion’s share of retail buying still occurring in brick-and-mortar stores. Deloitte researchers, for example, forecast that digital interactions this year will have a bigger impact on spending, influencing 64 percent, or $434 billion in retail store sales. That’s up from 50 percent last year.
Deloitte also reports that about 80 percent of shoppers indicate they engage via digital channels in advance of going to a store. And now we learn that three-quarters of shoppers use mobile devices while shopping in-store, according to a new report from InReality, supported by additional research conducted by comScore.