With more than 7 in 10 consumers checking an online source before visiting a local retailer and a rising proportion of those doing so on their mobile devices, mobile is increasingly seen as a key platform for businesses to generate foot traffic and win return customers. "Retailers that invest in mobile technologies not only stave off competitors but create a more convenient and rewarding shopping experience," says eMarketer principal analyst Jeffrey Grau. "For consumers, the ability to easily find product information and access coupons and rewards, in turn, inspires customer loyalty."

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