From the NRF BIG Show: Embracing the Cross-Channel Mobile Opportunity

Add credibility to your mobile site by giving consumers the option to post or read customer reviews. Consumers trust other consumers before they trust an expert or salesperson. Adding customer reviews may not directly drive revenue, but it will build brand loyalty and help with your overall image.

By adding the unique features listed above, your mobile traffic will translate into in-store traffic. That said, ensure that the in-store experience you provide is consistent with the experience on your mobile site. Provide a wealth of information across a variety of touchpoints and "feed the information-hungry, price-savvy, mobile-empowered shoppers."