Mobile has changed how consumers shop. One of the more crucial steps in the shopping journey - checkout - has been flipped on its head. Influenced by EMV deadlines - which mandates merchants must accept EMV chip-and-pin cards at their point-of-sale (POS) terminals instead of traditional mag-stripe card readers - retailers have revamped their POS systems to include multi-device compatibility.
Brands including LOFT, Unilever, Volvo, and Sephora are transforming themselves into mobile video mavens with their recent marketing forays, paving the way for others to follow in 2016. Their innovative use of short clips and social influencers has propelled them to the forefront of the minds of millennials – a demographic with a notoriously short attention span.