The Director's Report: Mobile Shopping 2016
In just two years, mobile commerce has matured from a budding channel adopted by a few progressive companies to a critical commerce and marketing channel. Today, mobile offerings must be both fully transactional and support the customer’s end-to-end experience with a retailer or brand (ie. mobile is a companion pre-sale & post-sale). What makes mobile complex is that it is a research channel, a marketing channel and a sales channel all in one- and there is still a huge gap between traffic and sales.