The future of in-store marketing could be on shopping cart handles, where one company is testing a basic text-messaging system, according to Marc E. Babej and Tim Pollak, partners at marketing-strategy firm Reason. "For marketers, the opportunity to communicate with shoppers dynamically -- between their hands, while they're shopping -- is too good to resist," they write. "And for margin-stressed retailers, becoming purveyors of valuable new media space could be a profitable new frontier." A GMA/FPA study by Deloitte shows that in-store advertising investment has increased twofold since 2004.

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