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Retailers give shoppers new reasons to use mobile phones in stores

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Companies that don’t make mobile work are playing a “very dangerous” game, said Jay Henderson, head of IBM’s cloud-based marketing platform. “Retailers that can’t deliver a more personalized experience on mobile devices will start losing customers to businesses that can,” he said. Customers “have a phone that is basically a super computer, and they will find it somewhere else” for less if they can, he said. Companies offering web apps and in-store technologies will also have to grapple with keeping the new apps and systems working and up to date. That means ensuring that WiFi in stores works, and that terminals function. “Poorly executed plans can be worse than no mobile strategy at all,” said Perry Kramer, vice president at Boston Retail Partners. “The dangers are losing those customers for the rest of the year or for a long time.”

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REUTERS 11/23/2015

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