Removing friction is important for all businesses that want to remain relevant and profitable in this new mobile-first world, one filled with demanding and expectant shoppers who value speed and ease. With consumers turning to digital for all of their needs and their mobile devices for convenience, businesses that successfully identify friction and take the necessary steps to help remove it will gain a competitive edge and help create a seamless experience for their customers. So, examine your business from the customer’s point of view, iron out the creases of friction in the buyer journey, and fill in the necessary gaps between what you’re offering your customers and what they are expecting. 7