Having grown up immersed in technology, it is no surprise that millennials expect technology to be integrated into their shopping experiences. Moonshot Innovations Lab, a Barkley partner company, has found that mobile technologies are greatly affecting how retailers interact with their consumers.

Moonshot Lab’s Senior Vice President, Mark Logan points out just how important mobile technology is when building a loyal brand following. “Because 89 percent of smartphone users utilize their devices while shopping, we know that this is a huge moment for retailers to capitalize on.”

While some retailers like Starbucks are ahead of the game, offering a mobile royalty program and mobile payment options, most are still playing catch-up to cater to millennials.

To see more of Moonshot’s innovative projects and research,visit moonshot.barkleyus.com.

Brendan Shaughnessy contributed to this post.