NRF/Forrester Study Finds Mobile Investments Pay Off

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 by the National Retail Federation’s Shop.org division and Forrester.

Forrester forecasted that, in 2016, direct online sales totaled 11.6% of total U.S. retail sales ($394 billion), but digital touchpoints actually impacted an estimated 49% of total U.S. retail sales.