Mobile Shopping OpportunitiesThe Retail Academy
- White Paper Ingles
Driven forward by technological innovation, the retail paradigm is in the midst of a significant shift. The proliferation of shopping channels has fundamentally impacted consumer behavior, creating a more diffuse shopping experience that is increasingly being carried out over multiple channels. Mobile capabilities are at the center of this diffusion; their ubiquity has opened up a wealth of new opportunities for retailers to market to and engage with consumers. Mobile has become a formidable commercial channel, posting a year-over-year growth rate of 47% in mid-2014 compared with 10% growth for desktop-based e-commerce. Moreover, through innovative mobile tools like shopping apps, location-based services, and mobile wallets, retailers can deliver hyper-contextual marketing messages to consumers, wherever they may be. Thanks to mobile, brands are more embedded than ever in consumers’ daily lives.