Understanding the modern shopping experience and how to build on seismic change to consumer behavior.

Picture someone standing in an aisle of a store looking at their phone. Where are they in their shopping journey? Can you tell? Are they doing research, checking prices, sharing an image through social media or getting ready to buy from a competitor? Are they looking for customer service or are they trying to avoid it?

Mobile and social has led to a revolution in retail. Over the previous three issues of our annual Future of Retail report, we've witnessed how these technology drivers have caused seismic shifts in customer behavior. It seems to have disrupted the purchase path so much so that it's nearly impossible to tell whether that shopper standing in that store is there to buy or showroom and where they might go next.

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