Have you met the new consumer?
Let us introduce you. He or she is enormously informed and knows as much as about your products as you do. She uses her smartphone to research competing offers when in your store, "showroom," or place of business. And she ignores promotions that aren't relevant, especially after providing personal information.
What's more, she blends her work and personal life. She doesn't load your full Web site on her phone—that's not how consumers use their mobiles—and when she moves between your touchpoints at all hours of the day, she expects your responses and interactions to be consistent, convenient and coordinated. If not, she'll abandon the transaction.