Mobility has taken over. Consumers have become more accustomed to using their smartphones for purchases than we have ever seen before. The domino effect for brands like Visa and Toys ‘R’ Us are reaping the benefits almost as instantly as a touchscreen tap. Visa is no longer just a credit card company. With the help of Amazon and Uber, which allow consumers to store credit card information for convenience, Visa has essentially become a tech company. In addition, brands that chose to create an app for consumers must know how to do it well. Toys ‘R’ Us created a mobile registry app and have not only lowered their cart abandonment by 25 percent, but they’ve doubled their engagement. The app is favored because they deliver the content consumers want to see, right at their fingertips. Consumers have high expectations, and if you don’t get it right, your brand image could be at stake. With mobility, you can demand the preference that you want for your brand, which is a great advantage. If a brand cannot improve its preference, however, it won’t benefit in the long run. It’s a challenge, but one that many brands may feel inclined to take on in our ever-growing digital world.