The study, “The New Digital Divide,” is first-of-its-kind research that quantifies the extent to which consumers’ use of desktop and laptop computers, tablets and smartphones influences brick-and-mortar store sales.

“Mobile and online transactions represent only a sliver of total retail revenue potential,” said Kasey Lobaugh, principal, Deloitte Consulting LLP and Deloitte Digital’s chief retail innovation officer. “Retailers that narrowly focus on digital commerce — rather than the full journey that leads to a purchase — often fail to recognize how their customers shop and make decisions in the store. The result is a digital divide between what consumers do and what retailers deliver. This gap not only threatens overall revenue, but requires retailers to reset the way they measure and invest in digital efforts.”

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