As new mobile technologies become more and more accessible, today’s hyper-connected consumers are increasingly demanding instant, on-the-go experiences. The retail landscape is drastically changing. No longer confined to high street, consumer behaviors are evolving, as more shoppers become comfortable with browsing and buying a wide array of products online. For retailers and brands, this comes as a double edged sword. While on one hand they can vouch for a greater share of the pie, on the other hand they also risk losing out to more mobile and tech savvy firms.