Seamless shopping experience via mobile is still seen as elusive

04/19/2013 | Mobile Marketer

Consumers want a true enhancement to their shopping experience with mobile, but it appears no one has yet come up with a winning formula for doing so, said Nielsen's Paul Kultgen, vice president of mobile and technology. Speaking during the Results 2013: Mobile Marketing Day in Chicago, Kultgen said, "I'm not sure that anyone has figured out how to bring mobile and the seamless pathway-to-purchase and what consumers are doing and have an offering that fully achieves what the technology can do for consumers."

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