The Future Of Brick-And-Mortar Retail Is Mobile
Forrester estimates that 86% of U.S. retail sales still happen in brick-and-mortar stores. Variations on this stat fluctuate depending on each researcher’s particular definition of retail, such as whether they include things like gas stations and restaurants, for example. But customer expectations for brick-and-mortar store experiences are evolving rapidly. In particular, Forrester now estimates that 53% of all purchase decisions are digitally influenced. As a result of online experiences, in-store shoppers now expect to get detailed product information in the store, read ratings and reviews, get help physically finding products, get access to the best price, and be able to skip the cashier line on the way out. Increasingly, retailers’ answer to these elevated in-store expectations is to use mobile devices. Read more at Forbes.
