07/02/2013 11:48 am ET Updated Dec 06, 2017

WATCH: Mobile Driving Retail's Transformation

Something happened on the way to brick-and-mortar extinction: the mobile revolution.

While the resurgence of specialty commerce speaks more to the value of personal experience and local support, there's more driving the renewed interest in physical retail.

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.

Digital isn't burying offline retail. It's a key piece in the transformation to a seamless, integrated multi-channel experience that consumers want.

Find out what mobile is doing for physical retail in The Content Brief from Freshwire below.

If you missed our take on Cannes and the content bonanza, check it out here.