Convergent Commerce: How Mobile, Ecommerce, Catalog and In-store Channels are Converging

With rapidly advancing mobile technologies and shifting consumer commerce trends, there is little doubt that cross-channel retailing is the way of the future. As smartphone growth soars to over one billion users worldwide by 2014, the adaptation of mobile devices as a new consumer focal point so that they can search, browse and buy from home, when mobile or in-store gives retailers the opportunity to engage with their customers anytime and anywhere. With nearly fifty percent of smartphone owners already using, or planning to use, their phones for mobile shopping, the Tipping Point is upon us. To adapt, retailers need to focus on and adopt a mobile cross-channel strategy that integrates their sales channels to provide a seamless shopping experience to the consumer.

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