5 Back-to-School Lessons for Retail Success

2. Center on seamless and simple. Given the central role mobile now plays in commerce, and particularly for BTS shopping, mobile sites and branded native apps are especially critical in providing shoppers a seamless online and offline path-to-purchase experience that provides value and convenience.

Toys"R"Us demonstrated this during the most recent holiday season. Operating in a cluttered category and during its busiest time of year, Toys"R"Us simplified its design for form and function, tapping into daily email routines with a simple, visual design that would stop a five-year-old in their tracks.