Consumers are more educated than ever before and are taking advantage
of technology to become even savvier. They are actively engaged, want
to simplify their lives, will go for certainty over cost, and will
evangelize offerings that clearly understand them. And they are using
their mobile phones as the main tool to achieve these goals.

As a result, retailers and brands are scrambling to differentiate
themselves. They’re trying to enhance the shopping experience in many
different and relevant ways and enabling their consumers to use their
mobile phones in the process. From simplifying payments to skipping the
store altogether, marketers are finding ways to meet their shoppers’