In Brief

We examine the merchants and brands that are most effectively integrating mobile into their physical stores

In today’s landscape, where the blur between online and offline is the new normal for consumers, building a successful brick-and-mortar experience requires retailers to rethink how to make digital a core aspect of their physical stores. Mobile is the go-to technology to help bridge that gap. Whether it’s creating an ever-present shopping companion that provides contextual information and in-aisle advice or offering another channel to open up dialogues between shoppers and staff, phones—and, more recently, wearable devices—offer opportunities for stores to experiment and innovate.

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