Shoppers are on the move, and they're taking their mobile phones with them.
Forbes Insights published a study that surveyed leading U.S. retailers' use of mobile applications in enhancing consumer's shopping experiences. Researchers discovered many retailers--almost fifty percent--are hoping to capture first-mover advantage as their customers go mobile. The levels of sophistication in mobile design and application vary depending on the retailer and its goals. For many, the mobile features are a scaled-back version of their website. Others have ventured into offering transaction-based and customer-oriented applications that use powerful GPS technology to pinpoint an individual customer's needs.