Mobile Shopping's Data Goldmine - Margarita Constantinides, Brian Gregg, and Brian Salsberg - Harvard Business Review

Mobile Shopping's Data Goldmine - Margarita Constantinides, Brian Gregg, and Brian Salsberg - Harvard Business Review: "Smartphone WiFi signals can be tracked to determine how long and where in the store customers shop. Wal-Mart, for example, has an app that senses when customers enter a store and suggests switching their phone to "store mode." In this mode, shoppers can interact with special QR signage located throughout stores to access useful product information. Wal-Mart, in turn, is able to track their in-store behavior. If sales of a certain item are slow, tracking can show whether customers are skipping the aisle entirely or looking at the product but not buying it so that store owners can make product placement or other adjustments."

"customers who use the Wal-Mart app make two additional visits to the store each month and spend 40% more than their app-free counterparts."