Articles by this author:
Omnichannel is omnipresent in conversations throughout our industry. I heard the term — and the angst, confusion, tests and even some initial successes around it — again and again at NRF’s 2014 BIG Show.
Change is constant, as they say, and we’ve all seen a lot of that, especially in the past few years. But as I look 10 years into the future, I think we’re actually in the early days of not just more change, but wholesale revolution, too. “Revolution” is a strong — and possibly overused — term. Why are the next 10 years different? Fundamentally, our customer has changed more in the past three years than in the past 30 and the pace of change is poised to accelerate in the coming decade.
I recently had the chance to observe and talk with some tweens and teens about their smartphone use. You guessed it: it’s first and foremost about communicating with their friends and, yes, even with parents and other family members. Shopping runs a good second. Anyone targeting this particular age group must think of communication as a “use case” for smartphones.