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Monday, May 6, 2013

The Virtual Last Mile

On Wednesday, May 8, I will be participating in a panel presentation at the North American Retail Hardware Association All-Industry Conference. The NRHA All-Industry Conference is a series of free educational seminars and breakout sessions held at the 2013 National Hardware Show® in Las Vegas, May 7-9. Designed for retailers, manufacturers, wholesalers and industry professionals alike, the conference line-up offers valuable insights into industry-wide topics, including multi-channel retailing, the changing consumer, emerging niches and more.

I’m speaking on a panel with some of the most astute and forward-thinking people in the industry.

Our keynote address discusses one of the hottest and most complex issues that retailers face — the role of mobile devices in the shopping experience.

We all realize that customers are increasingly using mobile devices while in the store or on the go. The customer will make it all the way through the process of researching and adding products to their shopping cart, but when they make it to the last step — clicking on the “Purchase” button — something prevents them from actually making the purchase.

This is a vexing problem faced by retail merchants as more and more consumers participate in what the industry has termed “showrooming” – using the store to view a product, but purchasing it later online. The need to address this problem is made even more important by the meteoric rise of mobile e-commerce.

Our presentation will discuss the barriers to taking this last step, and provide insight into a successful implementation that encourages the user to go ahead and buy.

The primary research of the mobile shopping experience will include:
  • The core values and drivers of the consumers to better understand why shopping carts are abandoned
  • A look at the mobile purchasing cycle
  • Shopping cart abandonment and its source — the user
Each of the panelists will lend their insights to these online shopping issues. My co-panelists include:
  • Heath Hyneman, search marketer and CMO at National Builder Supply
  • Danny Davis, strategic developer and CEO at Proving Ground
My portion of the panel presentation will provide background and observations on consumer behavior and offer solutions to the virtual last mile.
If you are attending this NRHA All-Industry Conference, please attend our presentation and say hello!

About the Author: 
Eric V. Holtzclaw is Chief Strategist of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hits bookstores this summer. Eric leads the professional services organization to strategically guide companies on the implementation of enterprise-wide preference management solutions.

Follow me on Twitter: @eholtzclaw | Connect on LinkedIn: Eric Holtzclaw


  1. Eric,
    I enjoyed your "Virtual Last Mile" presentation at the Hardware Show. I just got back and attempted to locate the white paper without luck. Please direct me to it.

  2. John,

    Glad you enjoyed the presentation! I certainly enjoyed talking with everyone. I'm including a link to the whitepaper you requested. Please let me know if you have any questions or if I can help further.

    Whitepaper: http://mypref.co/107aa2s