The buzz about the threat of mobile/e-commerce to physical stores has at times echoed "All About Eve," with "thumb shopping" playing the role of the ingénue poised to outshine those brick-and-mortar has-beens. But mobile shopping will actually have the opposite effect, according to Matt Moog, CEO of PowerReviews, which bills itself as a "Consumer Engagement Engine" that helps companies connect shoppers at the moment of purchase to drive sales.
In the early days of e-commerce, internet shopping was supposed to spell the demise of the physical store. Pure play online retailers would sweep all before them, rendering the retail store a historical curiosity. In fact, it hasn't quite worked out like that. Recent Accenture research confirms that more shoppers are planning to increase their purchases from physical stores this year than last. However, the positive news for brick-and-mortar needs to be tempered with the realization that what shoppers want from the in-store experience is changing fast, shaped by their digital experiences. Retailers who fail to understand those new needs and adapt accordingly will struggle.