With the proliferation of smart phone usage, more and more consumers are using their mobile devices to browse product and pricing information to inform in-store purchase decisions – while they’re standing in the aisles.

According to new research from eMarketer, smart phones are enhancing consumers’ in-store shopping experiences by giving them a vehicle to price compare with other nearby retailers, scout out online discounts, and read product reviews, among other activities.

We all have faced the mental “I wonder if” trivia game when shopping in-store: “I wonder if this shirt comes in a different color,” “I wonder if there is a coupon for this retailer,” or “I wonder if this product has gotten good reviews.”

Mobile in-store shopping provides immediate answers to the “I wonder ifs” and can instantaneously influence purchase decisions.

When developing your cross-channel strategy, think broadly and incorporate in-store mobile marketing into the mix. Remember, each shopping channel isn’t siloed. Customers are integrating them and using them all to assist their buying process.