WWD – Smartphones Can Boost In-Store Experience

The average U.S. shopper may well be checking her cell phone while shopping for apparel in-store. But she’s not necessarily showrooming for a better deal online. Today’s savvy retailers are enhancing the in-store shopping experience with mobile functions that can direct shoppers to specific items in a big store, send valuable instant coupons and more.

Such mobile functions make sense, considering the majority (61%) of cell phone users in the U.S. have smartphones, according to the Pew Internet & American Life Project. But until recently, retailers had primarily viewed mobile as a separate selling channel.

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