Mobile is the connective tissue in the omnichannel body. Flexible and strong, it adapts to its environment and holds the pieces together. It brings sensors, gestures, and other features to the retail experience that are simply not available on desktop. It is changing everything about the industry, and the shocking reality is that we have only just begun to discover its potential.
Many retailers have failed to keep pace with demands of modern shoppers. Even as they begin to incorporate mobile into their strategy, they fumble and follow outdated habits and inaccurate assumptions.