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"As you enter the holiday season, one of the things you want to consider about your mobile strategy is that your customers are using mobile devices not just as a purchasing vehicle but as an extension of brand engagement. So they are using those devices to look up and research your products while their in store, using it to find locations to they can go into your stores and they are using it to transact purchases, so you need to rethink the paradigm, that it's not just a website or a mobile site for your instore purchases they are all combined together to enable that person to transact.I think the great thing about [Mobile Shopping] is that there are so many retailers that are actually already engaged in the mobile process. Many of them are pretty far along in the evolution - they've developed apps, and mobile wapp sites - and we get to share the experiences that they've had, the learning experiences as they develop those solutions."
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