Retailers Still Trying to Solve the Omnichannel Challenge

To address consumers’ evolving shopping behavior, and in particular their growing usage of smartphones to shop, Design Within Reach launched a mobile-optimized website nearly two years ago. The retailer had visions of driving sales via the mobile channel; that vision hasn't materialized. We've realized our mobile site isn't a selling tool, said Whitton. Consumers are using it to look up product info, find our stores, and pull up their wish lists in-store. It's a research tool, not a selling tool.