Digital In-Store Shopping

Abstract

In a world where online shopping and digital interactions are growing constantly, one must be aware of their consequences for retail and how it can benefit from this. Big retail chains are keeping up with the phenomena by reinventing its way to attract more shoppers, either by creating very complete online portals or by bringing technology to its physical spaces.This paper brings some data on how consumers are using digital platforms for buying goods while inside a physical store. It concludes that a growing number of consumers are using mobile as an in-store support device as well as retailers are using it to attract consumers to stores.The paper also shares some data from a small inquiry made to Portuguese users about their use of mobile for in-store shopping purposes.