Omnichannel shopping, a term used to describe consumers shopping between a number of different devices and channels, is impacting shopping trends in a number of ways. Although mobile devices are part of the daily lives of many consumers, buying products on a mobile device is still limited, but is set to grow in the next few years. However, the integration of mobile technology into the shopping process goes beyond simply letting shoppers purchase items on their mobile devices. Hyperconnected consumers are interested in mobile features that they can quickly turn to while shopping, such as tracking past purchases, connecting with a loyalty rewards program or checking a store’s inventory before visiting.
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