Twenty years into the desktop explosion and a decade after the mobile revolution, bricks and mortar is still 88% of all retail commerce in the United States. But that doesn’t mean that shopping is the same.
In fact, it’s never been more different.
As we saw last week, the best brands are walking alongside their customers at home, in the workplace, online, and in-store. With permission and while respecting privacy, they’re engaging with customers deeply on-demand — when their customers want it.
That’s happening via signed-in experiences across three major clusters of channels:
- Mobile (Taps)
- Desktop (Clicks)
- Physical Location (Bricks)
Mobile is the key and primary mode of connection, and it’s still growing fast in terms of economic activity. But the physical store location is still critical.