Digital influence is set to play a big role in retail sales with the rising use of smartphones and an increase in savvy consumers.
According to a report by Deloitte Touche Tohmatsu India, digital influence accounts for 21 per cent, or Rs 60,000 crore of the over Rs 280,000-crore organised retail sales in India.
The contribution of mobiles is as high as 18 per cent, with smartphones being the preferred device to access information.more under digital influence with a majority spending at least 25 per cent more than they had intended.
The impact of social media on shopping is also growing. These platforms help retailers to not only make people aware of their offerings but also to get customer feedback and trends.