Since 2012, retailers have lost sleep over the showrooming phenomenon or customers browsing products in-store and purchasing online (often) at a lower price. But data suggest consumers are now more prone to webrooming, or researching products online before going to the store. The percentage of digitally influenced sales has more than doubled since 2012, from 14% to 36% in 2013. Mobile influenced sales have exploded even more dramatically, from $159 billion in 2012 to $593 billion in 2013.
By September 2014, 50% of sales will be influenced by digital, but most retailers lack the skills and capital to create a true multichannel shopping experience. For more on the efforts of 100 retailers to drive consumers from clicks to bricks and back again, download an excerpt of L2’s Intelligence Report: Omnichannel Retail.