Sales rise when mobile devices and in-store experiences blend

IAB reports that 42% of brick-and-mortar shoppers that make their mobile devices part of the experience spend $1,000 or more, compared with just 21% shopping without a mobile device. Bill Loller writes that the price-comparison activity of showrooming can actually help brick-and-mortar stores if they take advantage of the online technology and provide excellent customer service in-store. In 2013, online purchases resulting from showrooming dropped to just 30% from nearly 50% the year before, according to IBM.

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