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Deloitte has released its latest research unearthing key findings about consumer shopping habits in the bricks-and-mortar landscape.

According to the report, while shoppers are still visiting physical stores to complete transactions, sales are increasingly being driven by digital devices and online stores.

Findings reveal that while over 90% of purchases are still made in-store, around 40% of visits to a store are influenced by digital channels.

Deloitte retail, wholesale and distribution executive David White believes that while digital platforms are driving customer to stores, retailers should be focusing on streamlining the shopping experience across all channels.

“Instead of digital replacing physical channels for retail, a combination of channels is being used by shoppers.

"And successful bricks-and-mortar retailers have developed omni-channel initiatives to better synchronise their online and offline offerings.”

Deloitte spacial and brand experience leader Robbie Robertson also said that Australian retailers should do their homework on how technology can benefit the bricks-and-mortar space.

“There is a big difference between truly integrating digital technology into the physical retail experience, and bolting it on as an afterthought.

“Successful digital technology integrations in retail help the customer to save time and find what they are looking for.

“And on the other side, they help the retailer to understand their customers better and to track what’s working.

“Most importantly, it won’t feel like an additional layer.

“It will be behind the scenes, or will integrate so seamlessly into the customer experience that they won’t notice the technology, only the positive outcomes.

“Digital technology should be seen as a conductor and a facilitator of better service, rather than the end point or main focus.”

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