A consumer-based survey by the Interactive Advertising Bureau (IAB) echoes the demand for more flexible purchase and fulfillment capabilities involving mobile devices. According to the IAB study conducted by On Device Research, 30% of mCommerce users in the US would like retailers to enable them to pay for something by phone and then pick it up in-store. Moreover, nearly one-third of mcommerce users said they would like retailers to offer proactive alerts to let them know when products they want or need hit store shelves.
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