Retail Dive/ Natalie Koltun/ December 10, 2018

Nearly two-thirds (71%) of shoppers now access their phone while in stores to read product reviews, compare prices, navigate aisles, check out, pay or look for gift inspiration ahead of the holidays. That number is up 15% from 2017, and increasingly, retailers are answering consumers’ rapidly changing expectations through the mini computers in nearly everyone’s pocket.

Over the past few years, retailers have used mobile to add life to their brand while reimagining their store spaces to match customer desires for “brick-and-mobile” experiences, Shannon Andrick, VP of marketing advancement at Alliance Data’s card services business, told Mobile Marketer in an interview.

“As the retail landscape evolves and customers expect more than ever, brands are looking for ways to stand out in a more connected, on-demand, personalized world — all while making their store experience work as hard for them as possible,” Andrick said.

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