a pu b lication of re tail cou ncil of canada sUMME R 2015 $ 4 . 95 The Mobile Shift How consumer mobile behaviour and retailer innovation are shaping the industry INSIDE: Enhanced credit/debit card code of conduct 12 Clicks meet bricks 16 RCC's ReBoot Challenge 34 + REaD MySTORE RETaIlER'S GuIDE ON PaGE 23