Retailers are catching on to the potential of mobile but there's plenty of room for improvement, IgnitionOne President Roger Barnette said in a Mobile Commerce Daily webinar. Even the companies at the forefront of mobile, such as Amazon, eBay, Apple and Target, can step up their game by providing a more seamless shopping experience, Barnette said. Mobile search is also key to enhancing a customer's in-store experience, event speakers noted.

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