SapientNitro’s Dan Israel cited Sephora as an example of a large retailer that’s getting the in-store experience right. Taking a page from Apple, the beauty and personal care chain has gotten rid of registers and have mobile POS. That in turn enables more face-to -face interaction on the sales floor, which is the most important thing in retail. If you can get that human interaction, it does increase your sales basket and loyalty, said Israel. So having customers talk to a real person is the goal, and mobile, counterintuitively, can be a smart facilitate that.