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Smartphone shopping in-store – connecting digital commerce with bricks and mortar / Dan Hartveld, Red Ant

by Will Corry on April 16, 2013

Dan Hartveld, Red Ant’s technical director writes  ..  As mobile continues to be a hot topic for everyone – tech pundits, brands and industry mavens – there’s still a question over exactly how consumers use their smartphones when they’re out shopping. We all think they’re doing it, we feel in our collective gut that they’re going to do more of it as digital commerce and multichannel experiences get better.

But are consumers actually getting out their smartphones in-store and using them to compare, share and buy?

The short answer is yes, they are – but it’s currently a fringe activity which has yet to realise its full potential as a revenue driver. [more…]