The way we think about and approach retail marketing is changing. Today, success means reaching consumers wherever they are, on whatever device they may be using. Increasingly, that means smartphones. According to Google data, for much of the 2014 holiday season, mobile shopping clicks exceeded those on the desktop as shoppers made their purchase decisions on the go. And people are no longer discriminating between mobile and desktop when it comes to shopping—whether that's in a store or on an e-commerce site. This is creating new realities for retailers, as we've seen from our recent research with Ipsos MediaCT and Sterling Brands. Chief among them is the fact that digital doesn't just drive e-commerce; it gets people in the store. And this influence doesn't end at the entrance to the store: 71% of shoppers who use smartphones for research in-store say that it's become an important part of the experience. Smartphones are the new personal shopping assistant for people once they're inside.