Consumers have little tolerance for mixed messages en route to making a purchase, said Steve Cole, Gladson chief marketing officer. Therefore, it's important to provide a seamless experience across platforms. This is especially applicable to mobile as it becomes more of a shopping destination due to the many features it can offer, including "in-depth product information, purchase recommendations, nutritional information and recipes, gamification, loyalty programs and more," Cole said.
Seamless experience is key on the way to a purchase
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