Retailers Knock Down Walls Between In-Store and Digital

Imagine walking into Sephora and trying to remember that shade of Nars lipstick you bought a while ago but you just have no clue. So you pull out your smartphone and check the store's app for your past and favorite purchases to find out. Maybe you're in a hurry at Sears and want to skip the long line, so you whip out your smartphone and check yourself out. Retailers have long been aware that their smartphone-addicted customers are bringing the devices into their stores; now they're bringing more of their stores to our phones.