The customer service of online shopping. The convenience of a physical store. It might not seem like a winning combination, but the number of people turning away from sales representatives and towards digital apps is rising-- even in brick and mortar stores.
A recent study conducted by financial analytics firm Deloitte has found a massive jump in in-store sales conducted with or aided by mobile and digital technologies. From 2012 to 2013 mobile devices jumped from playing a key role in 5 percent of sales to 19 percent. The use of digital devices in these transactions leaped from 14 percent to 36 percent.
When people go into stores today with a smartphone, they can look up products, reviews, prices and competitors. In the past, you had to make do with a sales representative, and with that the dealer's agenda- to push a product. Half the time I go into a store I do all my research on the spot, whipping out my iPhone to aid my shopping trip.