Dive Brief:

• Digital action by consumers will influence half of in-store spending by the end of this year, according to new research by consulting firm Deloitte Consulting LLP’s digital arm Deloitte Digital.

• 69% of consumers surveyed said they check the web before shopping in a store, 36% check phones, and 14% use the web after making a purchase, the study found.

• The change reflects increased comfort with digital shopping, but also an increasingly seamless view of shopping across channels, according to Deloitte Consulting LLP director Jeff Simpson.

Dive Insight:

Deloitte Digital’s research shows that retailers may want to seek a more in-depth understanding of consumer behavior online, via mobile, and in the store. Rather than failed sales in e-commerce, some shopping card abandonment may actually be the start of a brick-and-mortar sale. If so, retailers should look for ways to find that out.