Customer-Related Challenges
Continuous learning about the behavior of the mobile customer is an imperative for retailers. Additional questions on retail customer behavior include: How mobile is the target consumer? Where and how does mobility create value and trust for the customer? As trust is emerging as an important differentiator in the online and mobile environments (Bart et al. 2005), where and how does mobility enhance consumer trust and retailer brand differentiation? Retailers may want to use the insights from answers to these questions to create trusted destination mobile sites and trusted offers for their core shoppers.