More than a year has gone by since Google introduced the concept of micro-moments, which Google defines as times “when people reflexively turn to a device — increasingly a smartphone — to act on a need to learn something, do something, discover something, watch something, or buy something.”
Micro-moments constitute a consumer behavioral shift with implications for businesses that operate brick-and-mortar stores. Merchants need to be more agile and relevant to convert micro-moments to revenue, especially at the local level. For brands, the question is not whether micro-moments are important, but where micro-moments are headed.
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