Jack Philbin

The oft-cited and much-dreaded sport of comparison shopping in-store via smartphone (aka showrooming) is only one of many mobile activities consumers perform on their devices in Aisle 3, and it's likely overrated, says a new study from Vibes. In fact, hyperfocusing on this one feared aspect of the mobile shopping experience can distract marketers from all of the ways they can engage the connected floorwalker.