Shoppers today are highly mobile, but unfortunately a vast majority of retail brands have yet to make mobile a priority. As a result, they're forced to play catch up. To keep up with consumers’ growing mobile expectations, retailers have to put more of an emphasis on their mobile websites and apps as well as integrating their mobile strategy into their broader business goals. But where do retailers start? In this podcast snippet from the Retail Marketing Virtual Conference & Expo, Chris Mason, co-founder and CEO of Branding Brand, a mobile agency that creates mobile websites and apps for leading retailers, explains why retailers should embrace mobile as an aid to brick-and-mortar locations.