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A new study released this week at the National Retail Federation (NRF) show in New York City said that

• "66 percent or consumers are more likely to shop at retailers offering an in-store mobile technology shopping experience, an increase of 52 percent year over year."

• "Retailers are increasingly using location-aware beacon technology to deliver promotions and coupons to consumers, with almost 40 percent of respondents reporting they have experienced this in the past year, an increase of 33 percent from the previous year. Further, 85 percent of respondents would like to see more customized, location-based coupons and promotions from retailers while in-store."

• "The showrooming phenomenon has increased by one-fifth, with 90 percent of consumers now using their smartphone to compare in-store prices with online internet prices right."

• "1 in 5 respondents expressed strong uncertainty on how to use the technologies in-store, signaling the need for increasingly user-friendly mobility experiences and better consumer education."

• "7 out of 10 consumers prefer mobile POS instead of traditional cashier checkout, an increase of 20 percent from the previous year. An additional 45 percent report that they would be more likely to shop at a store that offers mobile POS, an increase of 25 percent from 2014."
KC's View:
It is important to note that the research was released by SOTI, Inc., which describes itself as a provider of mobility solutions.

That's not to say that I doubt the numbers. Most of them seem reasonable to me. But the real surprise would've been if a mobility-oriented company had come out with numbers that downplayed the trend.