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According to Deloitte LLP, store sales preceded by visits to retail web sites account for about 20% of sales and online-only sales for another 7%, accounting for 27% of total sales in one way or another driven by the web. Most retailers only see it as a 93%-7% split, where the 93% of sales are in stores and 7% online; they don't realize that 20% of store sales are influenced by the web.
But that mindset is changing fast among senior retail executives, especially as the percentage of total sales driven directly or indirectly by the web grows to about 50% over the next few years. Marketers will soon recognize that what they thought was 7% of sales driven by the web was actually about 50%, so there is going to be a big shift in investing in a web-focused multi-channel retailing environment. |
