Impact of Micro Moments on Fashion Retail Shopper’s Journey

The new age of mobile technology and consumer reliance on such devices has changed the dynamics of buying behaviour of retail shoppers. Today's consumer is fickle, savvy, yet very aware of technological advances that impact their everyday lives. It is imperative that contemporary retail organisations tap on such opportunities where they can optimize the use of technology by putting it to much use towards their branding and marketing strategies. This research paper explores the literature on the subject of micro-moments and how it impacts on retail shopper's journey. Several academic contributions on the subject of m-commerce and its linkages to consumer buying behaviour have been reviewed and discussed in detail. The thorough literature review on the subject clearly indicates opportunities and scope for further research on the subject area.