Navigating the New Digital Divide
![Navigating the New Digital Divide](https://cdn.asp.events/CLIENT_AIS_4ECF9403_5056_B731_4C2E7E25E0DDB2FB/sites/WRC-2023/media/libraries/partner-content/Deloitte-v2-250[1].png/fit-in/700x9999/filters:no_upscale())
Over three years ago, we set out to explore consumers’ digital preferences – how the use of digital devices impacts in-store shopping behavior. What began as a simple exercise has led us to conclude that digital technology and easy access to digital information not only affects sales within digital channels, but also has a much broader impact on in-store sales and in-store consumer behavior – a concept we refer to as ‘digital influence.’