Digital expected to influence half of in-store sales in 2015

Digital technology influenced 33% of in-store retail sales in the UK in 2014 and it is expected to have an effect on half of store sales this year, according to new research.

The new report by Deloitte, dubbed 'Digital influence in UK retail – The true value of digital in-store' suggested that digital technology had an influence on the equivalent of £100 billion worth of sales made in stores over the course of 2014. This comes as there are a plethora of new payment methods, digital screens and touchscreen devices being added to the store ecosystem to help retailers merge their physical and digital channels.

Deloitte said that mobile, in particular, is increasingly being used by customers during the in-store shopping journey. The study suggested there were a number of factors driving growth in digital devices in the store environment, including speed of innovation, device ownership, networks, convenience, device sophistication, and context-based location services.

"Despite the growth of eCommerce and mobile apps, the majority of retail sales are still generated in-store," said the Deloitte report.

"Over half of consumers want to use digital devices in-store therefore business strategy needs to focus on how to support digital in-store."

Against this backdrop Essential Retail editor Ben Sillitoe is set to host a roundtable debate on 10 March 2015, in association with payment services provider Sage Pay.

Chris Wade, head of strategy & product management at Sage Pay, remarked: "We've long known that having a range of channels through which customers can buy, has huge benefits; with customers demanding the convenience and choice to shop anytime, anywhere and using any device.

"Ultimately, shoppers now seek out a shopping experience that's entirely personal to their own tastes and lifestyle. For some time the focus for retailers has been harnessing eCommerce but it's time to re-look at the in-store experience and make sure its up-to-speed with the changing ways that consumers now buy. And unless those channels are connected at the back-office, retailers will quickly run into difficulties."

Taking place at London's Olympia, alongside Europe's largest retail technology solutions show RBTE, the subject of the roundtable is 'Revolutionising the customer in-store experience' and will cover many of the key themes retailers of all types are facing as they embark on their separate omnichannel journeys.

Retail executives from, Lloydspharmacy, Ryman, Go Outdoors and The Cotswold Company are among the confirmed attendees for the session, which will cover topics such as new methods of payment, the integration of eCommerce within stores and general trends in technology that can be used to improve the customer experience.

There are still a limited number of seats available for the event. Retailers interested in participating in the roundtable should contact Essential Retail editor Ben Sillitoe on for more details.

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