Brick-and-mortar retailers can now do much better than simply combat "showrooming" via mobile, with contextualized advertising that engages users in stores, according to participants at the Mapping Mobile @NYUStern conference. "The interactions are becoming more targeted, more individualized. ... Based on physically where I am, am I in the store or not, also what time is it. The other piece is we're seeing this conversation shift from price transparency to allow retailers to connect with shoppers and develop a personal conversation, offering them deals that you can’t price compare with someone else," said Robin Sherk, director of retail insights at Kantar Retail.
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