The use of mobile devices everywhere is reshaping the shopping experience. In the U.S. merchants operate more than 3.6 million businesses that support one in four jobs. In exploring new ways to wow customers and enhance their buying experience, retailers are discovering mobile commerce.

Presented at the Mobile Commerce World 2013 in San Francisco this week, a recent Accenture study revealed that sixty five percent (65%) of shoppers want to receive offers on their smartphones based on their past purchases, while in-store. Howver, most players and retailers have not been able to deliver such service, thus far: Aberdeen research indicates that sixty percent (60%) of best in class companies that already use mobile marketing are not yet using customer behavior information to target and segment messaging throughout the mobile channel. Personalization is complex and requires integration of big data, clever analytics, cloud platforms and mobile technologies. To customize the personal shopping experience, companies need to harvest consumer data from back-end systems, real-time and unstructured contextual data from mobile and social media, and combine the information with data about inventory and promotions. Such platforms will deliver a highly targeted content and offers at the consumer's point of decision.

Parks Associates research has shown that consumers are still concerned with the security of mobile transactions and processing mobile payments. However, there is one age group that is an exception: over sixty percent (60%) of young adults ages 18-24 make purchases on their mobile devices. As payment security standards improve, so will increase consumers’ comfort level with monetary transactions on mobile.

From the article, "Would cash, ATM and credit cards be replaced by swiping smartphones?" by Michal Lenchner.

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