Shoppers who have mobile devices and are using them to manage their lives. With the amount of screen time shoppers spend on their mobile devices, retailers must shift to a “mobile first” mentality. Why? There’s a time and a place for a mobile app, such as when there is a reason for the shopper to come back often. There is also a time for a mobile website, such as when a shopper wants quick and easy information. Retailers need to optimize experiences across both.