The Biggest Winners in Retail? Consumers, Hands Down

Who came out on top this past holiday season? Shoppers like you and me, hands down. Retailers were savvier than ever about using technology to stay in the game. Stores shuffled prices online hourly during sales days, battling to offer the lowest prices. Malls dished up apps that helped folks locate items on their lists and prices in stores, along with parking spots and bathrooms. Merchants showered us with advice through tweets, videos, and top 10 lists. Yet, there's no secret why merchants are getting smarter. They have to. Today's 20/20 digital consumer is dictating the terms of the shopping experience.