Building on their positive experience with mobile during last year's holiday season, retailers are planning on using more sophisticated mobile campaigns this year, a Google survey finds. Retailers are looking to improve online shopping, but also to integrate the online and in-person shopping experience, while also using mobile devices to empower retail workers. "Companies are recognizing that websites are not just about e-commerce, they are a gateway to the brand. It used to just be about the transaction, but now consumers need access to mobile, inventory and more," said Todd Pollak, Google's head of retail.
Published in Brief: