Experts say mobile is set to play a central role in the shopping experience, as it can link all the other ways that stores are reaching out to consumers. Retailers need to make sure their content and their shopping experiences are mobile friendly to take advantage of the trend. "Smart retailers and brands can deliver personalized calls-to-action at the exact time and place that a consumer is most likely to act upon that message, and this most often occurs in a retail store, while consumers are shopping," said Wilson Kerr, vice president of business development and sales at Unbound Commerce, Boston.

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