DA
It is a known fact to retailers that e-commerce is driving revenue growth by extending the reach of business to buyers anytime and anywhere. At first, it was thought that mobile smartphones and tablets - a subset of e-commerce – would only have a negative impact on in-store sales, with behaviours such as ‘showrooming’, where people go to a local business, find the merchandise they want and then use their smartphone to find the same items somewhere else for a lower price. However, the most recent studies turn this idea on its head. They quantify not only purchases made directly on mobile devices, but the purchase behaviours influencing in store sales.
- DAVE ANDERSON, SENIOR DIRECTOR, VOLTAGE SECURITY
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