Over the last few years, numerous bricks-andmortar retailers have tried to attract customers by attempting to appeal to the Restraint or Experience values, but many of them have been unsuccessful, and foot traffic and physical-store sales have continued to decline. While e-commerce has continued to grow steadily and omnichannel has been a buzzword for over a decade, many bricks-and-mortar retailers are only now recognizing that by focusing on mobile e-commerce and omnichannel offerings they can offer Simplicity to the many consumers who seek it. If they don’t already, consumers will soon expect retailers to offer an easy, intuitive mobile e-commerce site and app as well as easy and fast delivery and pickup options.