January 13th, 2015
The 2014 holiday shopping season brought online commerce to new heights, with double-digit growth in US online sales on both on desktops and mobile devices. Remember that shopping behavior tends to encompass more than one channel — consumers usually hop between brand touch points before they push the buy button. Consider a shopper who adds a product to her shopping cart while browsing on her desktop, then abandons the purchase only to pick up her mobile phone. Retailers must offer a seamless and consistent shopping experience across desktops and mobile devices in order to set their brand apart.