We live in an evermore-demanding society. Consumers expect instant access to everything at the touch of a screen. Consumer patience is low and convenience is the key to their loyalty. Moreover, mobile devices have become an essential part of the path-to-purchase and everyday life. Today, we use smartphones as a natural part of our daily routine for information, entertainment, products and more. This has consequences for both consumers and retailers. Physical retail stores need to incorporate digital capabilities in order to identify and respond to fast-changing consumer trends and expectations.