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  • Navigating the New Digital Divide

    $2,200,000,000,000DIGITAL AND MOBILE INFLUENCE ON IN-STORE SALES DIGITAL & SOCIAL MEDIA USAGE RESULT IN HIGHER CONVERSION & SPEND

    THE CONSUMER’S SHOPPING JOURNEY IS INCREASINGLY SELF-DIRECTED

    in brick and mortar retail sales will be influenced by digitalby the end of 2015, or 64 percent of all in-store sales.

    Capitalizing on digital influence in retail www.deloitte.com/us/[email protected] #RetailDigitalDivide

    70% 67%of consumers areleading their ownshopping journey of consumers read product reviews during their path to in-store purchase

    For the third year, Deloitte studied over 3,000 U.S. consumers in late 2014- early 2015 to understand how their digital interactions are influencing in-store U.S. retail purchases. Many retailers are dramatically underestimating the influence of digital and are caught in a divide where they are making digital investments that primarily support their eCommerce business rather than their brick-and-mortar business. This year, the data clearly shows that digital influence continues to accelerate and shift the ground under the feet of retailers large and small alike.

    RETAIL CATEGORIES MOST AND LEAST INFLUENCED BY DIGITAL

    0 10% 20% 30% 40% 50% 60% 70%

    Electronics

    Home Furnishings

    Automotive

    Entertainment

    Baby/Toddler

    Apparel

    Health/Wellness

    Misc. Supplies

    Food/Beverage

    62%58%

    47%

    39%

    36%

    39%

    47%

    59%

    55%

    55%

    52%

    49%

    39%35%

    31%

    2013 Metric

    2014 Metric

    35%

    29%

    38%

    45% of consumers say digital makes shopping in-store easier

    Consumers that use digital when shopping in-store convert at a 20% higher rate than those not using digital

    Consumers who use social media during their shopping process are ~4X more likely than non-users to spend more orsignificantly moreon purchases

    Shoppers are 29% more likely to make a purchase the same day when they use social media to help shop either before or during their trip

    DOLLAR IMPACT COMPARISON BETWEEN DIGITALLY - & MOBILE -INFLUENCED SALES AND ECOMMERCE IN THE U.S., 20141

    1Channel sales calculated using U.S. Census Bureau Quarterly Retail E-Commerce Sales, 4th Quarter 2014; excluding gas stations and non store retailers from physical store sales due to scope of survey. As used in this document, “Deloitte” means Deloitte Consulting LLP, a subsidiary of Deloitte LLP. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulation of public accounting.

    Nearlyone-in-threeshoppers say

    they spend more when they use

    digital as part of their shopping

    process.

    2012 2013

    $ 0.59T $ 0.97T$ 0.33T $ 1.10T $ 1.70T

    Mob

    ile

    Dig

    ital

    20142012 2013 2014

    $ 0.16T

    5% 19% 28%14% 36% 49%

    In a world wherenearly everyone is always online, there is no offline.So it is not about the digital business, it is just business.

    (becoming aware of products through means outside of retailer or brand advertisements)

    Total Retail Sales

    Digitally-influencedIn-store Sales

    Mobile-influencedIn-store Sales

    eCommerce Sales

    $ 1.70T

    $ 3.70T

    $ 0.97T

    $ 0.30T

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