David Rush, CEO and co-founder of real-time social media marketing platform Earshot, discusses how shopper marketers can effectively communicate with and convert the multichannel shopper.

Sales and coupons are the biggest drivers of product discovery for US Hispanics while grocery shopping, according to December 2015 research. But Hispanics are not the most frequent users of coupons.

Shopping for clothes and shoes is still primarily an in-store affair for both men and women, according to April 2016 research. Only a handful of internet users of either gender rely completely on digital shopping for these items.

A growing share of China’s shoppers do their research and spending on fashion items online. The country’s shoppers beat out those in Vietnam, Singapore and Hong Kong by a significant margin in their preference for online purchases of fashion items, according to research.

Internet users ages 50 and older have been fairly slow to embrace the internet, digital commerce and the sharing economy—but that’s changing as familiarity increases and the benefits become clear.

Consumers are steadily downloading more retail apps to their device compared to a year prior, research found. Indeed, nearly a quarter of respondents said they have between six and 10 retail apps on their smartphone as of April 2016, up 3 percentage points from October 2015.

Migrating analog processes and data to digital technologies has become increasingly valuable for retailers and manufacturers that want to more closely monitor their supply chain. According to research, well over half of these firms expect to step up dollars for supply chain digitization.

Nearly a third of US grocery buyers said they would shop for more groceries digitally if the prices were better than they were in-store. But the same April 2016 research also found that almost a quarter of respondents said they would never shop online for groceries digitally.

Retail marketers in the US will invest $15.09 billion in paid digital media advertising in 2016, a 14.9% rise over 2015. The retail industry will remain by far the largest digital ad spender among US industry sectors tracked by eMarketer through at least 2020.

Javier Calvar, chief operating officer of Albatross Global Solutions, discusses the challenges facing luxury brands as they attempt to extend their appeal in digital channels.

Retailers are continually looking at ways to reach consumers on a personal level. And according to April 2016 research, nearly half of retailers in North American plan to implement technology to identify customers via their smartphones as they enter stores.

Shoppers have come to expect the same relevancy, personalization and service in the physical store as they find in the ecommerce setting. eMarketer spoke with Ryan Freeman, vice president of partnerships at proximity marketing platform Turnstyle Solutions, about how brands and retailers should shake up their shopper marketing efforts to better cater to their customers.

At its most elemental, shopper marketing is centered on influencing purchase decisions and driving sales. Historically, that meant in-store, but thanks to digital commerce, consumers increasingly are in shopping mode at home and outside the walls of physical retail stores.

Technology allows today’s shoppers to make most decisions before they get to the store or forgo a trip to the store altogether. Morgan McAlenney, executive vice president of Digitail at shopper marketing agency The Integer Group, spoke with eMarketer about why shoppers are willing to change their habits and what that means for brands.

Many kids may still be wrapping up the current school year, but retailers are already gearing up for the back-to-school shopping season. This year, back-to-school retail sales will reach $828.81 billion, eMarketer estimates, and a higher share than ever is occurring online.

Walgreens customers use their mobile devices to research products, but they don’t convert until they get to the store, according to Kartik Subramanian, Walgreens’ director of product management and mobile commerce. Subramanian spoke with eMarketer and explains that the pharmacy chain is now exploring ways to effectively engage with smartphone users while they’re in store and measure the impact of mobile on in-store purchases.

Beacons are most often thought of as a means to target ads to consumers on a hyperlocal level, but data gathered by beacons can also help to serve them better ads wherever they go. eMarketer discussed this advancement with Andrew Dubatowka, director of product strategy and marketing at mobile advertising and marketing platform Opera Mediaworks, and Thomas Walle, CEO and co-founder of proximity network Unacast, whose companies entered a partnership to allow beacon and proximity data to be used for retargeting.

Snapchat is still considered a newcomer by many brands, and few have added it to their social marketing arsenal. Department store retailer Nordstrom, however, has been using Snapchat to reach specific segments of its diverse customer base since March 2015, and directed its most recent campaign at college students. Bryan Galipeau, the retailer’s director of social media and display, spoke to eMarketer about what makes Snapchat powerful.

Department stores offer several digital services to consumers, ranging from personalized promotional offers to receiving recommendations from a personal shopper. While some find these services to be cool, others find them creepy.

Consumers expect to use their mobile device as part of their shopping experience, and according to February 2016 research, nearly two-thirds of US retailers understand that’s where they need to be.