Tech-Savvy Shoppers Are Transforming Retail

WSJ Logistics Report – Shopping is going digital, and digital is moving to smartphones. “That’s the big story in retail,” says Brian Brunk, principal at consulting firm Boston Retail Partners (BRP). “Mobile devices are driving what we call the anywhere, anytime, anyhow customer shopping.”

“Customers expect things online like product recommendations, customer reviews, comparison shopping — rich product content available at their fingertips,” BRP’s Brunk says. “This sets up a scenario where the average consumer walks into a store with more information than the average salesperson who is there to help. It sets up a scenario where retail realizes that it has to transform.”

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