A study released by Cisco revealed that, as retailers reinvent their in-store shopping experience in the face of the continued rise of e-commerce, digital content from the Internet has emerged as the most powerful influence in buying decisions for the majority of shoppers in all channels.
Retailers need to respond to technology-savvy consumers by creating digitally rich, easy-to-use, technology-based experiences in the store to expand basket size and increase margins, according to the results of a new survey by Cisco.