Great article but there is another key point: consumers don't download branded retail apps in significant numbers. These apps take up too much space in phone memory and home screen. So there is no way for retailers to "ensure a consumer’s time spent shopping in-store is just as digitally enhanced".

One might suggest 3rd party apps such as Shopular or Swirl, which are downloaded to millions of consumers, but this means the retailer does not own their customer list, and that means lower profits.

Consumer adoption is the hidden obstacle in mobile retail. A great solution is easy-to-distribute mobile wallet content, but that is largely unknown to retailers.