Beacons Bring the Online Experience to Offline Shopping

It's an inevitable truth that technology, especially mobile, has fundamentally transformed the retail shopping experience.

For the last several years, mobile has contributed to the continued decline of brick-and-mortar sales, while online shopping steadily ticks up. For example, during the 2013 holiday shopping season, U.S. retailers received only half the holiday foot traffic compared with just three years ago, according to ShopperTrak. But while we saw story after story after story eulogize the American shopping mall in 2014, a new, more uplifting trend is also emerging — one where online and offline shopping coexist rather than compete.