Interesting article . Omnichannel strategies allow retailers to engage fully with a consumer through all channels, Smartphone’s and mobile applications deliver a personalized shopping experience to customers. I work for McGladrey and thought this conversation aligns well with a white paper that was created on this subject, if your readers are interested in it. http://mcgladrey.com/content/mcgladrey/en_US/what-we-do/industries/consumer-products/the-one-constant-in-retail-is-change.html