Judging by the latest marketing trends, it is quite obvious that the offline and online worlds are emerging at an unprecedented rate, especially in retailing and shopping. A study done by Deloitte Digital shows how consumer’s use of mobile devices and computers in making their shopping decisions is affecting their business. Especially within Singapore, it has reached a point where retailers can no longer ignore the impact of digital marketing on their businesses. They now face the daunting task of finding a middle ground between online and offline activities that will be the most beneficial for their businesses. Below, we look at some of the key areas in which digital media has impacted the retail space within Singapore.