What insights did you share?

Mobile’s impact on the retail industry can no longer be ignored. In fact, in 2014, there were 146 million mobile shoppers in the United States, up from 123 million in 2013. But many retailers are only beginning to realize the opportunity mobile presents. “Mobile is a transformative technology. As our percentage of customers adopting mobile continues to grow, mobile can no longer be a limited subset of features or products,” said Paul Cousineau, director of mobile shopping at Amazon.com. “People do not put their phone down and then go find a desktop to do something. They use their phone.”

What resonated most with the audience?

While mobile is most synonymous with purchasing, shoppers rely on mobile for much more. For example, they’re using their mobile device to find an area retailer who is carrying a specific item or to text a product picture to friends and family. Alternatively, many shoppers use mobile for pricing purposes—either to search for a coupon or to scan an item’s QR code to compare prices.

What new thinking emerged?

With industry analysts predicting that by 2016 U.S. mobile e-commerce sales will account for 25% of total e-commerce sales, retailers sit at a crossroad. Mobile is no longer the “next big thing.” It’s already here (and will stay). This means that retailers can no longer push off mobile tech advancements in favor of other omnichannel priorities. Instead, mobile must become a top agenda item that is addressed today.