We know from numerous studies that consumers use their phones while shopping in stores.
For marketers, the obvious issue has always been about finding out exactly how shoppers are using their phones both before they travel to the store and then once they get there.
Most studies show that top of the list of what shoppers do is conduct product research and then check competitive pricing.
This matters, since so many consumers are using their phones to shop.
One recent study found that a large majority (83%) of consumers say their smart device is central to their shopping experience. That study, by Euclid Analytics, also found that 67% of consumers shop in stores because they like to see and touch products.