Developments in mobile technology combined with a continued evolution in social media culture have driven a change in the way consumers interact with their mobile devices and consequently engage with brands and retailers. While retailers continue to pour money into desktop interactions, consumers are pivoting to mobile as the most popular route to access the internet and the main channel that customers use across the entire purchase journey.
From inspiration and product discovery to decision-making and ultimately transacting, smartphones are now the primary touchpoint with businesses. For retailers, the implications of this shift are clear: mobile should be at the heart of digital strategies and digital product development. This mobile-first mandate is arguably the most significant consumer trend of recent times.