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The connected economy is evolving in the U.S., taking its cue from the super apps that have taken root around the globe. Those super apps – in Latin America, Asia and elsewhere – have been able to bring together far-flung daily activities (from ride-hailing to banking) and mass them behind a digital front door that ties together physical and digital channels.
Max Neukirchen , CEO of merchant services at J.P. Morgan Chase , told Karen Webster that there’s some catch-up to play here in the States, involving a shift in merchants’ mindsets toward how they mesh the physical shopping experience with purely digital ones.
“There’s a real push toward the emerging super apps in the United States and in North America,” said Neukirchen. “Ultimately, it will come down to a question of customer experience – who will be able to bring together the different parts of the connected digital commerce and economy in a way that makes it seamless for consumers to meet all their needs.”
The omnichannel experience (which underpins a super app), he said, should be focused on the journey – not the channel. That philosophy stands in stark contrast with the fact that consumers find the physical store […]