Western & English Today

FALL 2015

W&E Today provides retailers and manufacturers with education and ideas that provoke innovation in the Western and English markets.

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6 Western & English Today FALL 2015 PUBLISHER'S forum P U B L I S H Embrace the Mobile Mind Shift to Win A ccording to forrester reseArch, 2014 mArked the "tipping point" when mobile became the most disruptive new technology since the advent of the Internet. Tis seismic mobile mind shif has forged a new competitive battlefield: one in which the technology forces businesses to completely rethink how to go about attracting, serving and retaining customers. Today's consumers demand to interact with the brands that interest them before they buy, and they want to do this immediately, conveniently and in context. Moreover, they want to do this on a handheld device instead of sitting in front of a computer or television. And far more than snazzy apps or tricked-out websites, savvy industry leaders are spending their mobile dollars where it most impacts the bottom line. For example, Home Depot announced its $1.5 billion investment in improving its supply chain and other back-end systems related to mobile ordering. I personally experienced these improvements and enhancements just this past weekend, upon realizing I needed a relatively obscure piece of lumber: When I searched for it at HomeDepot.com on my mobile phone, I could immediately see how many were in stock at my local store, along with the aisle number and the bay number … impressive! I was able to walk right to it, take it to checkout and be back in my Jeep in seven minutes fat. Te checkout clerk confded that many folks choose to make that purchase in even less time by purchasing on their mobile device and then just picking the item up at the customer service desk. Furthermore, Forrester predicts that although people will be spending more time with their mobile devices, they will spend less and less time with apps. Why? Tey have app fatigue and are demanding instead a seamless and fully integrated way to engage with brands across platforms. Tink of ways to incorporate the Home Depot model into your consumer marketing strategy, and how to more fully engage your customers in the way they wish to engage with you: Afer all, the future of your business depends on it. Susan L. Ebert, Associate Publisher & Editor sebert@wetoday.com ABOUT FORRESTER RESEARCH: Forrester Research (Nasdaq: FORR) is a global research and advisory firm serving professionals in 13 key roles across three distinct client segments. To help them understand, strategize, and act upon opportunities brought by change, Forrester provides proprietary research, consumer and business data, custom consulting, events and online communities, and peer-to-peer executive programs. For more information, and to read current Forrester reports, visit forrester.com. B E L T S & B U C K L E S Sept. WESA showroom: 4543 505.454.1196 c h a c o n b e l t s . c o m

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