Mobile phones are becoming an increasingly popular peripheral for shoppers looking to find the best deals or score extra coupons, according to this report. "The idea of a single path to purchase is dead," said William Rosen, president and chief creative officer of Arc Worldwide, the Leo Burnett unit that just completed a study on the topic. "There are many paths to purchase, and mobile technology is enabling people to shop in different ways, [and] take different routes to a transaction, than we've ever seen before."

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