More than ever, a retailer’s digital presence plays a significant role influencing consumer purchase decisions, both online and in store. Digital assets such as images, ratings and reviews, and fit information will continue to heavily influence total European sales through 2021. And this will be far beyond strictly digital conversion, particularly as consumers are actively using their smartphones and digital devices across contexts and in store.
Forrester has updated its European Digital Influenced Forecast predicting that:
By 2021, Digital Will Impact Over Half Of European In-Store Sales
Digital assets will impact 55% of all European retail sales in some way, by 2021, whether it’s direct digital transactions or digital influence on in-store sales (e.g., online research or email). To drive their total sales, digital business pros must measure the true influence of digital assets.
Mobile Will Influence Over One-Quarter Of Retail Sales By 2021
Mobile is becoming the dominant digital channel: Mobile online retail sales and mobile-influenced retail sales will more than double between 2016 and 2021. Retailers must invest in and elevate their mobile offering to capitalize on its increasing influence on total sales.
Performance Metrics Must Include Digital Impact Offline
To evaluate the full value of digital performance, retailers must include the impact that digital touchpoints have on driving in-store sales as well as online sales.