But that's only if you're doing it right.

According to a new eMarketer report titled "Mobile Shopping from In-Store: A Potential Game-Changer," such things as access to branded mobile product reviews could make a big difference for retailers. I say branded because you don't want to end up, as eMarketer puts it, "a showroom for online pure plays like Amazon."

In my new book, THE ON-DEMAND BRAND, I look at how brands like Sephora are taking a proactive approach, creating mobile apps for in-store shoppers to read product reviews from other customers, right at the point of consideration.

How retail brands like Bloomingdales are actively connecting shoppers with shoppers' personal social networks to facilitate that "does this make me look fat or fab?" conversation in the store instead of long after they've left.

And how m-commerce is about to enter the equation in a major new way.

As I recently told the Global Retail Executive Counsel at CTIA last fall, mobile will define the retail winners and losers of the next decade, whether they recognize it today or not.

Read more about the eMarketer report here.

And read more about the book here.

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... WITTY, INSIGHTFUL, DYNAMIC ..."

“THE ON-DEMAND BRAND is witty, insightful, dynamic, and highly inspiring. This book should be required reading for marketers—or anyone trying to understand how to keep their brand relevant and energized through the rapidly changing consumer landscape. Mathieson has a gifted ability to dig under the breakthrough ideas that are keeping top brands engaged with their current and new consumers, offering key insider takeaways that we all can learn from.”

Alison Moore
Vice President, Brand Strategy
& Digital Platforms
HBO

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

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