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Mobile commerce, while appreciated by brands, is still underestimated, according to mCommerceDaily editor and collumnist Chuck Martin, who says “the influence of mobile in-store purchasing remains under the covers.”

Writing in his MobileShopTalk column, Martin cites statistics that show that among digital sales in July, 69% were non-mobile, while 31% were via mobile. However, Martin makes a case that things like beaconing and even calling a friend for input on a purchase are in actuality sales facilitated by mobile devices.

Of beaconing — a location-based technology that can target shoppers on their mobile devices in-store — Martin says the results are just starting to trickle in, but characterizes this early data as “the tip of a massive beaconing iceberg.”

Martin extensively describes his experience visiting Lord & Taylor store in July to experience the first large-scale beacon deployment — by Hudson’s Bay Company (HBC), which owns Lord & Taylor and Saks — explaining that the firms are using third-party apps like Swirl and SnipSnap to facilitate the beaconing, and detailing his user-interactions.

Read more from mCommerceDaily and parent MediaPost.

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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