The Future of Retail is Mobile: How Mobile Marketing Dynamics Are Shaping the Future of Retail

This paper examines how mobile’s impact on digital shopping and buying is shaping retail for the upcoming years.

The Future of Retail is Mobile: How Mobile Marketing Dynamics Are Shaping the Future of Retail

Gian M. Fulgoni and Andrew Lipsman

comScore, Inc.

Introduction

With one out of every six discretionary retail dollars transacted online,1digital should be a crit

Gian M. Fulgoni is cofounder and chief executive officer of comScore, Inc. Previously, he was president and chief executive officer of Information Resources, Inc. During a 40-year career at the C-level of corporate management, he has overseen the development of many innovative technological methods of measuring consumer behavior and advertising effectiveness. He is a regular contributor to the .

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