It would not be hyperbole to call mobile devices, namely smartphones, the most disruptive lifestyle shift birthed by the Internet revolution.
And that disruption is carrying over into how consumers shop for goods.
The still-unfolding changes in consumers’ mobile shopping behavior is forcing established retailers to think on their feet and divert capital spending from stores to mobile — and quickly.
Bloomberg Intelligence senior retail analyst Poonan Goyal shared with Forbes how legacy retailers Macy’s, J.C. Penney, Kohl’s, Wal-Mart andTarget TGT -2.25% are leading the mobile charge.
Wal-Mart: 10-Quarter-Long Growth Streak, Silicon Valley Hires
“Wal-Mart’s digital sales growth has contributed 20 to 30 basis points to the company’s U.S. same-store sales for more than ten quarters now. Its investment in digital is at the forefront with Silicon Valley hires to drive innovation. While no mobile metrics are disclosed, the company said that 50% of its online orders came from a mobile device over the Thanksgiving through Cyber Monday period.”
Macy’s:  The Tech Edge
Macy's M -2.49% mobile app leads in technicality — its app features have all nine key metrics measured by Bloomberg Intelligence. Sales made on the mobile device doubled in 2015. The company’s conscious effort to think mobile first coupled with an Idea Lab near Silicon Valley to fuel innovation may help future sales. Early omnichannel adoption was successful at Macy’s, evident by strong sales results prior to 2015.”
J.C. Penney: Omnichannel’s Return On Investment
“The company’s recent efforts to create an omnichannel platform and focus on mobile are yielding market share gains. In 4Q, mobile traffic increased 25% and conversion 60%,” Goyal said. Still, “J.C. Penney may need to allocate more spending to develop its digital platform to keep up with competition from rivals.”

Second Time’s A Charm
“Kohl’s increased investment to re-launch its mobile platform has delivered market share gains. Since the re-launch of mobile, traffic has risen and accounts for 50% of all digital footfall. The app has helped gain new shoppers of those without Kohl’s charge cards.”
Target: Possibly ‘Best App In Retail’
Target may have one of the best mobile apps in retail — a sharp contrast to its website which has had hiccups in the past during peak shopping seasons. Its Cartwheel app is popular and mobile traffic leads the industry.”