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Jack Myers On the Road

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The National Retail Federation’s Big Show was held in New York City in mid-January. A record 32,000 people attended. The annual event – at which retailers gather to network, share innovation ideas and discuss the future -- attracts industry executives from around the world. The mobile breakout sessions at the Big Show offered attendees a unique view of mobile’s role in the new retail experience. I moderated “Mastering the Technological Mobile Roadmap on the New Customer Journey.” Our panel was focused on answering the question, How do you prioritize reaching shoppers and making an impact on them wherever they are?

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Millennials have grown up in a world where answers are Googled in nanoseconds. They demand instant gratification, are frustrated by lack of universal WiFi and worry more about iCloud hacks than credit card security. They text, tweet, speak in emoji, use GIFs to express emotion and effortlessly master tech advances in a blink, tap, swipe and three-fingered grasp. They’ve come of age as the Internet and mobile devices exploded, thrusting their generation into an era of unprecedented choices -- including, as the readers of this vehicle well know, an ever-more fragmenting media landscape. Yet, despite their scattered attentions, reaching this segment is crucial: They are 76 million consumers strong (the largest) with $1.7 trillion in purchasing power. *

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