A trip to the store is not what it used to be. The days of making a list, reading the circulars, printing or clipping a few coupons, and visiting the nearest grocer are coming to a close. The shopper, smartphone in hand, is charging ahead with high expectations ― and leaving behind the brick-and-mortar retailers not prepared for a mobile world. To stay relevant, grocers and other retailers must embrace these new mobile shoppers with value, convenience and innovation, both inside the store and out, or risk losing them entirely. The Mobile Age Is Here, Ready Or Not The statistics are staggering; though to some they are familiar, the data around mobile growth tends to be just outside many retailers’ peripheral vision. According to comScore/Mobilens, as of March 2011, nearly 70 million people in the U.S. owned a smartphone, up 13% in just three months. The FCC reports that 28% of all cell phone users now have smartphones, and more than 40 percent of cell phone purchases today in the U.S. are smartphones.