Your Customer’s Smartphone Has Omnichannel Superpowers: Harness This Power To Build The Future Of Retail

DATE: Fri, Aug 15, 2025
PUBLICATION: Retail It Insights

By Matthew Bright, NFC Forum Retail and Payment Working Group Chair We’re living in a mobile-first, omni-channel world. To be successful, brands and retailers need to adapt in ways that allow them to communicate effectively across the entire customer journey from pre-discovery to post-consumption. Time is of the essence because consumer attitudes and behavior have shifted in ways that make conventional approaches obsolete: