Something happened on the way to brick-and-mortar extinction: the mobile revolution.
Merchants may have initially jumped on board mobile just to keep up with consumer trends, but widespread adoption and technological advances have ushered in new opportunities to get consumers in the door with targeted marketing to reach consumers with relevant offers and specials, and make the experience more pleasant once they're inside.
And the dreaded "showrooming" - people checking out the in-store goods and then buying online? Turns out that's not such a big deal after all.
If you missed our take on Cannes and the content bonanza, check it out here.