With the help of mobile services, consumers can
follow the store map displayed on their mobile
device giving the exact location of any item in the
store, go through the shopping list in the device,
display promotions available for alternative brands,
and keep track of the total spending as the shopping
progresses. Consumers can also be notified on the
availability of a sales promotion on a near-by item.
The checkout and payment experience at the pointof-purchase
(e.g., in-store or at a vending machine)
can be improved by scanning the fingerprint
protected mobile device, which can work as a digital
wallet, allowing the purchaser to complete the
entire transaction at once. Mobile devices can be
used as digital wallets; consumers can make the
payment by transferring the funds electronically, use
electronic coupons, exchange store, membership
and credit card information, and keep electronic
receipts of transactions. Cashless parking allows the
motorist to use their mobile phone to pay for
parking charges quickly, easily, and safely. When
Borders in the United Kingdom offered digital
delivery of discount coupons, 69% wanted to receive
mobile vouchers and 50% opted in to receive future
offers. One offer achieved a 19% redemption rate,