21% of retail sales influenced by digital: Deloitte report

With the growing adoption of smartphones and greater number of Internet users in the nation, digital devices’ influence on in-store purchases is expected to grow significantly, highlighting the need for retailers to adopt an omni-channel strategy, according to a report by consulting firm Deloitte Touche Tohmatsu India Pvt. Ltd.

The report, Navigating the New Digital Divide, released on Monday states that close to 21% of the total shopping in India, or Rs.60,000 crore of in-store retail purchase, was influenced by digital devices including desktop computers, laptops, netbooks, smartphones and in-store devices such as payment kiosks, mobile payment device.
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