How Digital Influences Your Retail Store’s Sales


Retailers have long known that the traditional shopper environment is changing and they need to evolve or die. The merging of online and offline channels has meant changing consumer shopping habits in store. A recent study by Digital, uncovers how consumers use of mobile technology is affecting their in-store purchases.

I’m an avid online and offline shopper, but I sometimes feel like no one is getting the basics right and speaking to me in the same language across all channels. I can just as easily buy a dress online without leaving my home as I can at the local shopping centre. My chosen channel depends on what I am purchasing, how much time I have available, urgency of purchase, weather and lifestyle in that moment.

According to Deloitte, online interactions with brands influence 36 cents of every dollar spent in retail stores. By the end of the year, that number will reach 50%.

Contrary to what you might expect, consumers using digital devices during the “path to purchase” are 40% more likely to actually buy something than those who don’t. Digital interaction also affects store traffic, customer spending and loyalty:

  • 84% of in-store shoppers use their computers or mobile devices either before or while visiting the store (often referred to as webrooming or showrooming).
  • 22% of respondents said they spend more as a result of digital interactions. On average, 25% more than they planned to when they began shopping.
  • 75% of respondents said product information they see on social media affects their shopping behaviours and makes them more loyal to a brand.

I am an advocate of tradigital marketing and urge retailers to stop thinking of online and offline interactions as two different worlds. Instead, think of each time you interact with a customer, whether it’s online or in-store, as a chance to build a relationship with them, tell them more about your brand, encourage purchasing and enhance their loyalty.

Study by Deloitte Digital, The New Digital Divide

Tradigital – What is it and why do you need to do it? Pt 1

As important as digital is to the success of your business, using it, even to its fullest potential, should never be at the expense of traditional media. They must work together to allow your business to connect with new and existing customers.

integration imageTradigital marketing put simply, combines traditional and digital marketing platforms, ensuring you have a synergy of message across all channels, making it easy for your customers to buy from you in their preferred method.

Digital technology is constantly evolving and changing, just like our customers buying habits and the way they want to communicate and engage with your brand. Marketers not only need to be experts at both traditional and digital platforms, they need to understand how to integrate the two seamlessly into campaigns and across channels.

Traditional media carries with it a great deal of credibility and although it may not create the same kind of buzz that social media and digital channels creates, it is a very important contributor to the success of business. There are subtle ways in which digital and traditional media meet without your having put them together consciously.

In order to succeed with this approach, you need to think of way to integrate traditional and digital media. It is more about the framework than it is about the process. If someone builds you the framework for using digital and traditional media for the full advantage of your business, you can apply that over and over again. Once you have the established structure, you will be able to do it on your own as many times as you need to.

Tradigital marketing has mutual benefit. When used together, they feed off of each other and are mutually beneficial. Together, they create a much stronger and much more effective and successful marketing campaign. They complement each other so well and each makes up for whatever is lacking.

When you integrate social and traditional media, you are giving a great deal more strength to your campaign than if you had a single-layer marketing campaign. Creating synergy of your message and across channels adds another dimension and you will see that the success of your business critically depends on that integration.

Stay tuned for Part 2 which will cover some of the basic framework.