The Impact Of Mobile In Retail
While consumers adopt mobile technologies at a breakneck pace, retailers tell us that mobile's primary ability is to enhance the overall value of the brand. This is a new development for 2012, and is highly encouraging news. What is problematic, however, is that much of what retailers share in the following pages of this report — their actions — do not line up with this purpose. Instead, many of the findings of this research that the current purpose of a mobile strategy is to serve merely as an extension of the existing eCommerce offering.
This report contains analysis of the business drivers, opportunities, and organizational constraints surrounding new mobile systems and practices being used in retail merchandising. The report is part of RSR Research's ongoing efforts to provide market intelligence on retail technology trends. To find out more, download the full report.
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