The mobile platform is now mainstream: it is at the center of the shopper’s purchase journey. In fact, the mobile channel is outgrowing its role of message delivery and wayfinding and becoming the platform – and ubiquitous retailing companion – through which shoppers receive inspiration, search for, and purchase products. Despite the growing importance of mobile as a channel to engage customers, retailers often fail to leverage its rich insights and the meaningful brand interactions it can yield in enhancing the shopping experience. This session will explore lessons from the trenches, and a ‘Top Ten List’ of leading practices, to help retailers better leverage analytics to reduce possible fracture points along the mobile purchase journey, while improving traffic, conversion, basket size and loyalty. Retailers will also learn how to reduce shopper cart abandonment and deflection rates, and how optimizing search can be an important component to refining the path to purchase in more impactful (and profitable) ways.