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Navigating the New Digital Divide

Navigating the New Digital Divide

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.’



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