Mobile shoppers have come a long way since 2012 - the year retailer conversions tanked as mobile traffic spiked. Customers weren't ready to transact on mobile. Today, around 75% of in-store shoppers use their phones to assist them in their shopping. Thankfully, retailers are slowly understanding the power of mobile beyond purchasing. Retailers have become accustomed to the lower conversion rates common in mobile and more and more retailers are leveraging mobile to drive sales in a variety of ways online and offline. 2012 was 3 short years ago but this holiday in retail is already looking wildly different. Retailers are showing more mobile maturity this year. This article explores what retailers are doing to maximize mobile potential.