Cellphone Usage Stats show growth
52% of adult cell phone owners use their devices while in a store to get help with purchasing decisions (Source: Pew American & Internet Life Project, 2012)
A real phenomenon in retail is “Showrooming”. This term is valid when guests price check and try out items in a brick and mortar store and then buy it online (possibly cheaper on the actual price and much of the time tax free).
Considering many users have smartphones, it is only natural for them to use it to improve the shopping experience. Knowing the price can help with negotiations regarding a coupon or price match while also protecting the user from getting hosed on the price. Competition from online retailers and the effects of showrooming are a big reason that Target matches online prices with restrictions and so those Best Buy.
If you are a business and are not trying to capitalize on this growth, you are missing out on a huge opportunity. For you business, the answer might be a website optimized for mobile users, tablets, and desktop users (you can have multiple versions that are displayed to the correct visitor type). On the other hand, the answer may be a cross platform HTML5 or native app.
Not sure? Don’t just dismiss it. Find a mobile strategy that works for your business.