One significant advantage mobile marketing offers to physical stores for sales is the opportunity to personalize shoppers' experiences, and one can complement the other, experts note. "You can't reconfigure a physical space to personalize it. But you can have the mobile phone be a personalization lens when they walk in to that store ... importing the things that are best about shopping online into the physical world where they weren't available before," Shopkick co-founder Aaron Emigh said at a recent event.
Mobile presents an opportunity for offline retailers
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