MCM #337: Mobile ushers in the dark retail experience

Two incredible studies (one by Euclid, the other by BrandingBrand) focus on the influence mobile is having on the shopping experience. They also shine a light on possibly the biggest challenge for retailers: "Dark retail." Similar to the "dark web" - the private sharing and linking of websites and data that can't be measured by traditional analytics, Dark Retail encompasses the influences that affect the consumer's path to purchase that cannot be measured. The path to purchase has never been a straight line but smartphones and other connected devices have really increased the complexity for retailers. At the same time, they have given consumers full control on where, when and with whom they do business with.