This short video has some great food for thought around retail and mobile from Andy Murray (CEO Saatch X).
He says that the real retail innovation around mobile is 'on the fringe' in Korea and Japan.
To be clear, these countries are not on the fringe, but the points he makes are extremely interesting.
"In Korea the mobile phone is an integral part of the brand experience let alone the shopper communications and connections"
"In parts of Japan shoppers can scan a packet of meat with their phone and it will show where it came from and a picture of the cow."
As I have said before, mobile is fast becoming an increasingly important part of brand experience, particularly at the buy stage of the path to advocacy.
My advice is to be testing and learning how to execute it now.
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