By Paul Skeldon

This week Debenhams and the Body Shop have both outlined mobile strategies designed to turn around their businesses. For the likes of online printing business SpreadShirt, mobile has become the key to its development. And who can blame them? Mobile is driving growth in retail and is, for many, the last life line to high street sales.

Figures from IMRG CapGemini show that online sales grew again in March, driven in large part by higher average basket values (ABV) through mobile devices for both multichannel and online-only retailers – the total m-retail ABV was up 18% on March 2016, to mark the seventh straight month in which the ABV has risen year on year.

And all this is because retailers are starting to roll out mobile sites that perform well and which deliver that all-important ‘experience’ that consumers now crave. Not everyone is there yet, but increasingly retailers are mastering mobile and the fact that it is largely driving the growth seen in retail generally is an indication that they are getting it right.

There is another factor at play too: Generation Y has grown up. New research from leading retail and shopper marketing agency, Savvy, suggests that the rise of the ‘connected shopper’ has now reached a tipping point. The mass adoption of smartphones and social media, broader technological advancements and, crucially the rise of Generation Y as a group of shoppers have fundamentally reshaped the path-to-purchase.

This group of shoppers is constantly connected. Their smartphones sit at the centre of their lives, with 80% of Generation Y saying they look at their phones multiple times an hour. They are also highly…