Digital technologies influenced an estimated 49% of in-store sales last year ($1.7T), in line with previously-released projections and up from 36% the year prior, says Deloitte.
Mobile’s influence, as expected, has been growing quickly, directly impacting 28% of in-store sales last year, accounting for about 57% of digital’s total impact.
Digital’s influence continues to be greatest in the electronic and home furnishings categories, according to the study, which forecasts 64% of in-store sales to be impacted by digital technologies this year.
In related news, a recent study from 4INFO and Nielsen Catalina Solutions found that mobile display ads can drive in-store CPG sales, with the analysis of 83 mobile campaigns finding that the return on ad served (ROAS) was 257%, indicating a $2.57 incremental sales lift for each dollar spent on mobile ads.
In other interesting results, mobile was found to drive twice the sales lift of desktop when measured by total sales per thousand impressions ($30 and $13, respectively), while an examination of ad clicks versus sales lift found no correlation at all between those who click and those who buy.