Increasing In-Store Footfall and Sales Through Digital

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In-Store is Still the Primary Revenue Earner, But Digital Tools Drive Additional In-Store Revenues

Consumers globally have rapidly adopted digital retail channels. Online retail sales in the US are expected to reach $370 billion in 2017, up from $231 billion in 2012.

However, this does not ring a death knell for bricks-and-mortar retail stores. Despite the rapid double digit growth rate of e-business, online channels are expected to contribute to only around 10% of all US retail sales by 2017. The physical store still remains the primary point of sale for a large proportion of consumers. Physical stores are also indispensable to retailers because of the higher sales conversion rates that they achieve. A study indicates that during 2011, US store sales conversion rates were 14 times higher than their e-business counterparts.

In this infographic we look at how digital technologies can help retailers match the growing interest in online channels with the higher sales conversion benefits of physical stores, examining a range of digital services that can be used to drive more traffic in-store and increase revenues.

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Increasing In-Store Footfall and Sales Through Digital

  1. 1. Increasing In-Store Footfall and Sales Through Digital Consumers Prefer In-Store Experience Compared to Online Why consumers prefer In-Store over online Despite rapid growth, online will contribute only To establish relationship with Merchant to US retail sales in 2017 10% To get answers for questions 51% In-store 50% 12% Store sales conversion rates in the US are 14X higher than e-tailers For better Customer Service 13% Online In-store 40% 16% Online In-store Online Digital Shopper Services Drive Additional In-Store Revenues Online Shopping List secures brand loyalty Appointment Booking drives up-sell In-store sales advisors assist shoppers Motivates customers to buy more Increases average basket size Allows consumers to plan purchases % Increases average shopping basket 50% 10% Offer Updates in real time with sharing feature Recommends relevant offers 35% 60% 40% 16% NA shoppers say helpful store associates motivate them to spend more in-store 48% Potential additional revenues Consumer Electronics Up to $ 780 M Potential additional revenues Do-It-Yourself Sportswear Up to $ 125 M Up to $ Non-food superstore 180 M Up to Food superstore $ 125 M Up to $ 1300 M Retailers Lack a Cohesive Strategy for Digital Shopper Services 73% of retailers offer Online Shopping List as compared to only 20% offering Appointment Booking service 66% record consumer data while only 25% share personalized offers Only 26% EU Retailers Offer Less Advanced Online Shopping List Features EU 73% US 63% 15% 11% allow the Online Shopping List to sync with mobile A mere 13% allow Online Shopping List to be shared across social media Sources: 1. Forrester, “US Online Retail Forecast, 2012 to 2017”, March 2013 2. Motorola, “Holiday Shopping Study”, December 2012 24% 20% Basic Services Differentiators Premium Services e/m-coupons, Store Locator, Barcode Scanning & Sharing via email/SMS Synced with Mobile,Social media sharing, Inventory check & comparison tools In-store aisle location/ navigation, Voice enabled search & Offers based on in-store location Reach out: Interested in reading the full report? Visit http://www.capgemini-consulting.com/from-clicks-to-bricks Follow us on Twitter @capgeminiconsul or email dtri.in@capgemini.com

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