Companies around the world are finally truly the coming dominance of mobile commerce over the retail market, according to the latest joint research study conducted by BuyDesire and Econsultancy. As many as 70% of retailers polled said that they would be increasing their budgets for mobile marketing over the coming year in order to cater to the advertising demand created by increasing mobile usage. At the moment, relatively few companies are actively advertising in the mobile space, but this is poised to change dramatically.
Over the last year, we discussed the practice employed by some more tech-savvy consumers known as 'showrooming', in which consumers visit a brick and mortar store to actually see and use a product, but then wind up searching for a better price using their mobile phones, effectively relegating physical stores to product showrooms. However, this increase in awareness of the value of mobile commerce and the growing mobile market should encourage companies to invest the money in a viable mobile solution that will work to enhance the customer's in-store experience. If handled correctly, 'showrooming' can be made a thing of the past, with brick and mortar stores enjoying a channel crossover that will boost sales and encourage customers to visit physical locations.