Mobile and shopping: Mobilise the path to purchase

The mobile phone is revolutionising the way we shop. Brands need to understand and respond to the merging of the consumer and the shopper into the 'Shopsumer', who researches products and purchases on the hoof.

Mobile and shopping: Mobilise the path to purchase

Gareth Ellen with Orit Peleg, Martin Lange and Hugh BoyleOgilvyAction

The ubiquitous mobile phone is revolutionising the way we shop. Brands need to understand and respond to the merging of the consumer...