Comscore in Journal of Advertising Research on How Mobile Marketing Dynamics Are Shaping the Future of Retail
With one out of every six discretionary retail dollars transacted online, digital should be a critical part of any retailer’s omnichannel strategy. What is less obvious is identifying digital’s influence beyond that one out of every six dollars. Desktop e-commerce is now a well-established channel, accounting for most of the purchasing activity on digital channels, but recent data demonstrate that mobile is fast becoming the channel that will shape the future of retail.
In the following article entitled “The Future of Retail is Mobile,” Comscore Co-Founder and CEO Gian Fulgoni is joined by Comscore VP of Marketing and Insights Andrew Lipsman in describing why mobile—more than any other platform—is destined to shape retail in 2017 and beyond. The article was recently published in the December 2016 issue of the Journal of Advertising Research and is reprinted with permission.