Mobile may be contributing to a decline in foot traffic, but it is also sustaining or even increasing sales as consumers use their devices to prepare themselves to buy once they're in a store, McKinsey partner David Edelman says in an interview. In-store sales can be enhanced with proximity technologies such as iBeacon, he adds. "It gives consumers the immediate experience in the store that is controlled by the retailer within the retailer's environment," says Edelman.

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