Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Analog 54% 36%Digitally influenced 38 53Source: RetailNet Group, September 2012“Digital retail,” in the study, is defined as the use of digital communications to engageshoppers along the path-to-purchase and drive incremental sales. Any marketing-relateddigital interaction that the shopper has in-store would be considered part of the digitalretail universe.”Shoppers' usage of digital retail tools, ranging from store websites and mobile coupons todaily deal sites and QR codes, has doubled or even tripled, depending on the tool, in theprevious 18-month period. 96% of the survey respondents said they have used at least onedigital shopping tool, with the majority using multiple tools.The five most heavily used tools were:Store websites (64% of respondents)Downloadable coupons (61%)Search engines (51%)Retailer emails (53%)Brand websites (49%)Additional tools mentioned include daily deal sites, brand social media, mobile couponsand shopping apps.Digital Tools Used When Shopping Or Planning To Shop (% of Respondents)Digital Tool 2012 2010Store websites 64% 28%Downloadable coupons 61 28Search engines 59Retailer Emails 53 25Brand sites 49Brand emails 47Daily deal sites 37Reviews/recommendations 36 12Load to card coupons 28 10Brand social media 26 12Retail social media 23Mobile coupons 18 5Retailer texts 16 5Shopping apps 14QR codes 8Source: RyanPartnership, September 2012Kim Finnerty, VP, Consumer and Shopper Insights at Ryan, says "... usage of digital toolsduring the planning phase of shopping is... virtually ubiquitous..."180