More involuntary transparency ahead, in the form of shoppers being able to easily compare prices while in stores, and to get guidance on potentially more cost-effective alternatives
The idea is to boost sales by making it easier for consumers to compare prices, read product reviews and make impulse purchases wherever they are -- even in a rival’s store. Buying via mobile phones is set to triple to $3 billion in the U.S. this year and reach $6 billion next year, according to market research firm Aite Group LLC in Boston.
“Mobile represents an enormous opportunity for retailers,” said Dave Sikora, chief executive officer at Digby, an Austin, Texas-based company that helps retailers with their mobile strategies. “In 2008 and 2009, mobile started out as a science project. It’s accelerated so fast that it’s becoming more mission-critical for retailers to deliver a mobile experience in a professional way.”