Retail shoppers use their mobile phones in stores to research items, read reviews and recommendations, and bargain shop. In response, retailers offer mobile apps, digital coupons, and real-time, location-based offers to complement traditional approaches. However, they worry distracted customers will spend less – or not buy at all – if they find better offers online or get too overwhelmed by information. This webcast shares the findings from an international research team that analyzed the impact of mobile phone use on in-store behavior.
Full Article: https://doi.org/10.1509%2Fjm.17.0277