The Future of Retail is Mobile: How Mobile Marketing Dynamics Are Shaping the Future of Retail
Gian M. Fulgoni and Andrew Lipsman
With one out of every six discretionary retail dollars transacted online,1digital should be a critical part of any retailer’s omnichannel strategy. What is less obvious is identifying digital’s influence beyond that one out of every six dollars. Desktop e-commerce is now a well-established channel, accounting for most of the purchasing activity on digital channels. But recent data demonstrate that mobile is fast becoming the channel that will shape the future of...