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. Follow @DeloitteCB and #RetailDigitalDivide for more insights. Download the full report here: www.deloitte.com/us/RetailDigitalDivide

1. Navigating the New Digital Divide
$2,200,000,000,000
DIGITAL 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 digital
by the end of 2015, or 64 percent of all in-store sales.
Capitalizing on digital influence in retail
www.deloitte.com/us/RetailDigitalDivide
@DeloitteCB
Follow #RetailDigitalDivide
70% 67%
of consumers are
leading their own
shopping 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%ofconsumers
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 or
significantly more
on 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.
Nearly
one-in-three
shoppers 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
Mobile
Digital
20142012 2013 2014
$0.16T
5% 19% 28%14% 36% 49%
In a world where
nearly 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-influenced
In-store Sales
Mobile-influenced
In-store Sales
eCommerce Sales
$ 1.70T
$ 3.70T
$ 0.97T
$ 0.30T