Consumers’ access to mobile technology is transforming the dynamic of the in-store experience. Price and product features and comparisons are now completely transparent to the shopper. Social networks, product reviews and mobile applets are ubiquitous. For the first time, the consumer has more technology in her hands than most store managers or employees have in their entire arsenal.

How are retailers responding to the challenge and how does the store fit into the new era of transparent retailing? What techniques and practices are working best? Which cultural environments lead to the fastest progress? And just as importantly, what technologies are retailers budgeting for to maintain their edge?