Forty-four percent of consumers say they often use their mobile devices to "showroom" while they're in stores, according to a Vibes online study that concludes retailers need to reach out to these shoppers with personalized appeals. "Marketers need to integrate their mobile strategies into their overall marketing mixes, with mobile complementing and working in concert with other marketing channels such as e-mail, display, search, direct mail, advertising, in-store and social media," said Alex Campbell, Vibes' chief innovation officer.

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