Mobile commerce is in its infancy, with relatively few consumers making purchases directly from their mobile devices, and relatively few retailers and marketers offering an easy way for consumers to do so.
While they may not be purchasing (yet), consumers are increasingly shopping via mobile handsets, such as researching products and services before completing transactions in stores or online. Coupons delivered via mobile media are sending more consumers to stores, and several competing formats of mobile barcodes are delivering product information largely to smartphone users.
The accelerated intersection of mobile, local, social and commerce is erasing the distinction between online and offline environments and holds major promise for retailers. In this sixth and penultimate POV in a series on mobile marketing, we review the state of mobile shopping and some notable ways marketers are using barcodes and coupons.