Best Reading of the Day - Entry 0198 Bricks & Mobile

Brilliant!

I should have coined that phrase.  We have seen the impact of eCommerce on bricks & mortar retailers and we are now seeing the benefits of mobile for the same.  It was time for a change from the (now old) 'omnichannel' reference.

Bricks & Mobile.

Wish I'd thought of it, but an executive from Target did.  Over at eTail West this executive described the modern retailer:

http://www.mobilecommercedaily.com/target-exec-bricks-and-mobile-commerce-experience-is-logical-next-step

Here is a snippet from that piece:

During the “Keynote: Defining The New Retail Experience – Stores And Mobile” session, the executive admitted Target’s initial reluctance to take risks and change along with the increasingly digital-oriented consumer, although the brand’s heavy focus toward mobile has now placed it as a frontrunner of the retail industry. The Target mobile app’s features were specifically designed to form a streamlined shopping experience, inspire consumers to purchase more items and help the brand take another step to become a bricks-and-mobile store by blurring lines between the physical and digital.

“Retail is going through an incredible transformation,” said Jamil Ghani, vice president of enterprise strategy at Target, Minneapolis, MN. “All of these different touch points are blurring together.

I'll be at Target HQ next week for some work and I'm looking forward to seeing a bit of what they have cooking.

Happy Reading,

J.W. Gant

PS  I thought the coinage was so interesting it deserved further investigation.  I found this Tuck School of Business at Dartmouth paper from 2011 on 'Bricks & Mobile' that is well worth your time to read:
http://digitalstrategies.tuck.dartmouth.edu/digital/assets/images/Mobile%20Shopping(1).pdf