Deloitte has been tracking and measuring digital influence on retail sales since 2012 and this year’s study has uncovered some new consumer behaviours: - Digital influenced consumers buy more and spend more; Not all retail categories are equal; - Consumers prefer to use their own devices for assistance in store; - Consumers are hunters, not gatherers once they arrive in-store.

1. Navigating the New Digital Divide
Capitalising on digital influence in retail
For the third year, Deloitte studied over 3,000 UK consumers in early 2015 to understand how their
digital interactions are influencing in-store UK retail purchases. Many retailers are dramatically
undersestimating 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.
www.deloitte.co.uk/retaildigitalinfluence
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£170,000,000,000of retail sales will be influenced
by digital by the end of 2015.
DIGITALANDMOBILEINFLUENCEONIN-STORESALES
2012
Mobile
Digital
20142012 2014
12% 28% 5% 16%

2. RETAILCATEGORIESMOSTANDLEASTINFLUENCEDBYDIGITAL
0 10% 20% 30% 40% 50% 55%45%35%25%15%5%
Mobile Influence
Digital Influence
Miscellaneous
Supplies (e.g.,
pet, office)
31%
26%
Baby/Toddler
27%
38%
Automobile
26%
42%
Books/Music/
Entertainment
26%
42%
Furniture/Home
Furnishings/Home
Improvement
26%
44%
Electronics 32%
52%
Apparel 20%
33%
Food/Beverage
10%
21%
Health/Wellness/
Beauty
17%
28%

3. CONSUMERSPREFERTOUSETHEIROWNDEVICESFORASSISTANCEIN-STORE
Sales associate
Unmanned device
Own device
Get product information Check item availability Checkout/ payment Navigate to an itemLook up item price
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45%
21%
14%
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�����
�����
41%
28%
19%
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37%
26%
17%
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37%
31%
22%
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25%
21%
12%

4. DIGITAL&SOCIALMEDIAUSAGERESULTINHIGHERCONVERSION&SPEND
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.
34%ofconsumers
say digital makes
shopping in-store
easier
Consumers that
use digital when
shopping in-store
convert at a
42%higher rate
than those not
using digital
28%of consumers
who spent more as a
result of using digital
did so by buying a
complimentary
product
Shoppers are 33%
more likely to make
a purchase the same
day when they use
social media to help
shop either before or
during their trip

5. THECONSUMER’SSHOPPINGJOURNEYISINCREASINGLYSELF-DIRECTED
77%
of consumers are
leading their own
shopping journey
(becoming aware of products through means outside of retailer or brand advertisements)
47%
of consumers read product
reviews online during their
path to in-store purchase
To improve relevance to our audience and consistency in our global research we have made some changes from
our previous approach.
• We conducted this research in January 2015, previous surveys had been fielded in September, this was to
bring it in to line with our Global Digital Influence project.
• We decided to focus more on category level sales, rather than sales through specific store types i.e. clothing
not clothing retailers as this gives a broader view of the impact of digital on retail.
• We have made some additional changes to the survey itself to bring it into line with surveys conducted
in other markets and have refined the digital influence calculation itself.