ABSTRACT
In the future, we expect the percentage of shopping done online will grow exponentially. That is not to say that physical stores will go away, but even when purchases are ultimately made in a physical store, the shopping process frequently will start online. In this omni-channel world, the smart phone will play an important role in making shopping connections. “It’s essential to be there on mobile, yes,” said Google director of marketing for performance ads, Matt Lawson, “But it’s even more important to create rich and relevant experiences that connect your stores with shoppers in all of their micro-moments—and encourage those shoppers to come back again and again” (McDowell 2016).
