Altimeter has some new research on Mobile Strategies for Retail. It concludes that many retailers are not doing enough for their customers despite the fact that the majority of them now carry a smartphone and are are amenable to making a purchase via mobile.
The report goes on to explain how retailers can develop a mobile strategy.
I personally believe one of the problems is the perceived cost. Mobile is so popular at the moment that media and marketing agencies are becoming the predominant way of getting an app developed. Unfortunately, this puts up the cost and bureaucracy and it’s increasingly common for apps to end up costing six figure sums (dollars, Euros, pounds). It doesn’t need to be this way. Search out an independent mobile developer and you should be able to create your app for a low double digit cost.