Mobile Marketing 
& Commerce: Cashing in on Mobile Consumers

Retailers are using apps to drive foot traffic into their stores to enhance the physical retail experience. In the age of Google and instant information, shoppers are educating themselves before they ever set foot into a store. Smart businesses will help to do the educating via mobile.

2. Mobile will offer a unified paradigm for personalized commerce. The retail marketplace is changing rapidly, and businesses must adapt to that ever-evolving competitive landscape or risk losing market share. At least 45 percent of smartphone users have made a purchase from their mobile phone, according to a June 2011 study by market research and consulting firm Chadwick Martin Bailey.