Mobile Commerce: No Time to Stand Still

Moving into the second half of 2013, I expect that retailers will continue to focus on differentiating their mobile experiences with richer, more interactive user interfaces that are channel and device specific. For example, "in-store mode" for mobile websites will emerge that detect when a shopper is in a retailer's store via geo-fencing and/or the device's GPS, enabling the brand to provide an experience that's specific to its physical environment. Wal-Mart's in-store mode exemplifies what we'll see in the second half of 2013 and into 2014.