The impact of mobile on retailing extends well beyond the in-store experience.
Much of the current research understandably focuses on the effects of "showrooming," when a customer shops at a physical retailer but then buys via mobile either online or from a competing store.
And there’s plenty of research exploring the impacts of the practice. For example, 40 percent of mobile users use their device to price-shop while in the store, according to ExactTarget. Other research from GroupM this week also addressed the practice in a new report that similarly found that
44 percent of customers use mobile to shop in-store.
The study also examined in-store behavior, finding that almost half (45%) of customers said they would leave the store to buy online when the online price was 2.5% lower. At 5% lower, 60% said they would leave.