Technology has given new meaning to “shop till you drop.”
Today, retailers are able to capture revenue and valuable data from shoppers that visit their e-commerce sites throughout the day without regard for time of day. It has fostered an opportunity for brands to engage in two-way conversation with consumers.
Equally, consumers want to interact with brands on equal footing. Consumers view themselves as cross channel shoppers: in-store, web, and mobile. There has been a surge in mobile-only shoppers and the future is ripe for growth in this area. Web/mobile shopping has afforded consumers the ease of comparative shopping for the best quality and value. Now, there is a happy marriage for consumers—being able to touch and feel in-store and complete the transaction online. Granted, this hasn’t been perfect. But even with some bumps along the way in cross-channel shopping, consumers have adapted and have learned the subtle nuances.
