Amid a seismic shift in how U.S. consumers shop, retailers are vying for time on their customers’ screens across all their devices — before, during and after a purchase. That is according to The State of Retailing Online 2017: Key Metrics, Business Objectives and Mobile report, released today by the National Retail Federation’s Shop.org division and Forrester.
Forrester forecasted that in 2016 direct online sales totaled 11.6 percent of total U.S. retail sales ($394 billion), but digital touchpoints actually impacted an estimated 49 percent of total U.S. retail sales.
In response, this year retailers are focusing on several key areas to enhance customer experiences across all touchpoints, growing their business for the long term. For example, 54 percent of retailers note that mobile is one of their top initiatives in 2017, as are marketing (46 percent), site merchandising (42 percent) and omnichannel efforts (22 percent).