The back-to-school shopping season will start on consumers' smartphones before it reaches the actual stores, said Pete Stein, CEO of Razorfish. Stein said that nearly 50% of parents and their kids will be influenced by digital commerce before they even step foot into the mall. He said retailers like Best Buy are improving their in-house technology to make it easier for customers to find what they want at the best possible price. Finally, Stein said that security is a rising concern for both sides as more shoppers rely on 'mobile wallets' and adopt wearable technology.

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