The Deloitte Digital practice ‘helps clients unlock the business value of emerging technologies’. MashUp describes itself as a ‘strategic consultancy specialising in integration of brand values, digital content and design thinking, retail spaces, branches, pop up and workplaces.’

Seems like they are made for each other. Now Deloitte, through Deloitte Digital, is acquiring Sydney-based Mashup to help with merging the physical and digital landscapes.

Frank Farrall, managing partner Deloitte Digital, said of the deal: “It’s all about creating a smart physical environment for the consumer, who is increasingly expecting a seamless physical and digital experience.

“Our clients are experimenting with the Internet of Things where in-store sensors communicate with the consumer’s apps to provide unique and convenient engagements,” said Farrall. “MashUp’s capability brings the vital perspective of how the physical environment will need to adapt to this multi-dimensional landscape.

“MashUp’s track record, blending the physical with the digital, is central to our clients’ retail businesses, and is an increasingly important part of the marketing mix in today’s digital world.”

Robbie Robertson, owner and founder of MashUp, will become a Deloitte partner and brings his team of ten design professionals to Deloitte. “Deloitte Digital will give us the opportunity to provide more innovative and holistic customer engagement across a range of spaces for our clients.

“It puts design thinking at the top table, ensuring integrated customer experience becomes a C-suite conversation. Merging our practices sets a global precedent that gives design a leading role in business strategy,” said Robertson.

Katherine Milesi, Deloitte Digital Practice Leader in NSW said: “Our recent research, ‘Navigating the new digital divide – digital influence in Australian retail’ found more than 40% of store visits are influenced by digital, which could mean a customer visiting a website or using social media before, during or after their visit.

“In fact when consumers use digital devices to research, find and compare products, it boosts average conversion rates by 25%, with 21% of respondents reporting they bought more.