The Multi-Screen Path to Purchasing
As multi-platform engagement continues to grow, the industry strives to create a seamless browsing and shopping experience for consumers. From a retail perspective this seamless experience should include the ability to use either form factor interchangeably to purchase; however, consumers have expressed challenges engaging in this manner. Enter the digital wallet. If and when digital wallets go mainstream, they will facilitate mCommerce activity, and the marketing and advertising dollars that have shifted towards mobile will be even one step closer to the point of sale.