Mobile is no longer just a channel—it is the primary interface through which customers discover, engage, and convert. Yet many retailers still treat mobile and app experiences as scaled-down versions of desktop, leading to friction, poor engagement, and missed revenue opportunities. At the same time, rising expectations for speed, relevance and seamless interaction mean customers will quickly abandon experiences that feel clunky or generic. The brands that win are those who design for mobile-first behaviours, leverage app data to deliver more personalised media, and optimise formats and journeys to create fast, intuitive experiences that drive higher engagement and conversion.

• How can you tailor media for mobile-first audiences to achieve stronger interaction? 
• How can you leverage app data to achieve more personalised campaigns? 
• How can you optimise formats for mobile to achieve improved performance? 
• How can you reduce friction in mobile journeys to achieve higher conversion?