Making Mobile Commerce Work in Retail

The burgeoning mobile market continues to create new complexities for brands and retailers, especially as consumers increasingly use mobile devices to shop, and mobile payment, loyalty and gifting capabilities continue to advance. However, as mobile wallets continue to generate buzz, the rate of mobile payment adoption remains slow. For example, in its "Mobile Wallets for the Masses" report, research firm Yankee Group stated that while nearly 70 percent of consumers are interested in adopting mobile payments, less than 14 percent have actually completed a mobile transaction in the past six months.