The End of Mobile Commerce: Why Retailers Haven’t Nailed Omnichannel Yet

1. Branded mobile technology for in-store associates: Even though most branded retail apps gain little traction among consumers, it's the audience retailers typically focus on. Instead, retailers should shift their priorities to focus on empowering in-store associates with mobile technology.

Armed with mobile and tablet technology that's tied to the retailer's core commerce platform, in-store associates can offer shoppers more valuable assistance. With access to product information, customer history, preferences and wish lists, and inventory levels right at their fingertips, retail associates are better equipped to drive sales and create a more engaging customer experience.