Social media is the new retail storefront

Back in the day, people searched for the newest retail fads by strolling down Main Street and peering into gleaming storefronts. Immaculately decorated window displays were the main driver of purchases, compelling shoppers to walk in, buy an item, share the experience with friends, and hopefully inspire others to come back and buy again. That storefront window still exists in a way—on social media.This shift from real life to the web wouldn’t have been so significant if not for the mobile revolution. Mobile devices now make up 63 percent of all traffic in the U.S., with mobile sales figures projected to reach upward of $3.5 trillion (USD) worldwide by 2021. It doesn’t take a marketing genius to admit that’s a lot of money, most of which springs from a user’s access to mobile retail experiences. A mobile device’s portability allows retailers to reach users almost everywhere, meaning targeted marketing opportunities can gain broader audiences than ever before. But this eye toward on-the-go e-commerce isn’t simply about J.Crew creating a stylish app or Anthropologie’s seamless mobile functionality. The consumers of today are not only online and mobile but social as well—and they expect the same from their favorite brands. It’s digital window shopping, and the real disruption to traditional methods of mounting successful retail strategies nowadays lies in your Instagram, Snapchat, Facebook feeds and so on.