Opening Keynote - It's just shopping!

It's Just Shopping

Retailers and brands regard m-commerce as a specialty sub-category of e-commerce, which itself is a subcategory of the retail channel. Omnichannel retailers are often concerned about their own e-commerce efforts pirating sales from their brick and mortar operations. Because e-commerce lags brick and mortar in overall share of revenue, retailers and the brands that serve them almost universally attenuate the resource devoted to the digital channel to allocate resources to where they get the most revenue. The result is an online experience that lags consumers' expectations, which holds the door wide open to consumer defection from a retailer or brand to a pure-play option.Consumers don't care about any of this. For consumers, it's just shopping, and they're never without their trusted sidekick: the smartphone.In this presentation we'll level-set on how we got here, what it means, and ways that brands and retailers can reorient their thinking and planning to be where consumers already are.