Mobile devices are too dang useful to not be used during the purchase process. Customers can quickly check prices elsewhere while they stand in the aisle. A clear 77% of smartphone owners use their device while shopping.

Altimeter Group released an analysis of top brands that use mobile technology to connect with their customers during the retail experience. The data were compiled through online surveys, qualitative interviews and live interactive discussions.

They found that a lot of retailers rush into a mobile strategy without regard for goals. Brands that nailed mobile shot for one of two goals: Enrich the customer experience or engage with the customer.

Key Takeaway: Having a mobile strategy is no longer a question – especially if you’re in retail. The old adage of Location, Location, Location still holds up, just now the location is in the customer’s pocket or bag.

Read the full report on Slideshare