Summary

Traditional retailers are up against some significant challenges in light of consumers’ growing shift to ecommerce using mobile devices. Sales via mobile devices and tablets currently account for approximately 30% of all U.S. retail ecommerce transactions, and the trend toward mobile commerce (mcommerce) is expected to continue.

Consumers increasingly expect convenient, seamless online and in-store experiences and always-available merchandise. At the same time, sales associates require new tools to compete with the unlimited information and reviews of online platforms.

To remain competitive, leading brick-and-mortar players have an opportunity to leverage mobile technology to elevate the overall shopping experience and fight off the threat of ecommerce giants like Amazon. This Executive Insights examines:

  • How in-store and online integration has vastly improved convenience, at the same time expanding overall choice for the consumer
  • The growing suite of mobile tools that are helping to level the playing field, giving brick-and-mortar retailers the wherewithal to compete effectively with their digital-only counterparts
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