It is more important than ever that store-based retailers understand how mobile devices can be used to drive business for their stores — and to plan and act accordingly.

As Lorna Pappas reports for Retail TouchPoints: “Brick-and-mortar shopping looks more like an online experience every day. From pre-shopping research, geo apps, and on-floor assistance to mobile RFID and checkout, mobility increasingly touches the in-store customer ― both directly and from the back room.”

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