At work, we work with retailers on how to apply digital and mobile to their marketing and to their business. It's a ton of fun, even if that sentence just made you yawn.
In the case of mobile retail, consumers are using their phones more and more while they shop. To price compare. To look up more information. To compare products. To get coupons. Actually, retailers have such a large opportunity here, that is largely untapped. Maybe in a future post here or at The Rockfish Blog, I'll talk about how the current conceptual model being applied to m-commerce is incomplete, since it is based on a shopping basket and not the person pushing the basket.
Having said all of that, there's no good having lots of on-premise electronic content, if the signal in your building stinks and you don't offer free Wi-Fi that's been tuned to give great performance where you are trying to engage consumers via links, QR codes, SMS codes, and NFC taps. Equally worse, if the content that does load is not optimized for mobile.
Never worth it to do something half-assed.
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