How Mobile Will Continue to Create the World's Largest Store in Every Pocket

Consumers are doing more than just shopping on their mobile devices. Aside from hunting for the best deal, they're also turning to social media channels to share information with friends about products and services. However, mobile success often boils down to the content that retailers provide. Therefore, the channel needs to be seen as a bridging technology instead of as a means of completing sales. Consumers are using their mobile phones for browsing, but they're also increasingly using them to compare prices in-store. A mobile strategy should capture that behavior and provide them with the right information and service to retain that customer.