Big Potential for In-Store Mobile Marketing

Sophisticated apps can make the store experience better than ever


Mobile shopping from in-store is just beginning to achieve its promise. Most shoppers are not yet accustomed to turning on and logging in to a retailer’s mobile app when they enter one of its stores.
Likewise, retailers are just starting to launch mobile commerce offerings, let alone offer capabilities targeted to in-store shoppers.
“Consumers have already demonstrated that they like to research products online before buying them in a store,” said Jeffrey Grau, eMarketer senior analyst and author of the new report “Mobile Shopping from In-Store: A Potential Game-Changer.” “Until now, researching online and buying in a store have been sequential activities that take place hours, days or even weeks apart. But customers who bring their Web-enabled mobile phones with them into a store can do online research at the point of a purchase decision.” http://www.emarketer.com/Article.aspx?R=1007776