Social, Local, Mobile. The nickname for that is SoLoMo and it's a strategy that's securing a lot of growth in the industry. Social drives traffic through promotion and sharing, local drives action while users search for retailers in their region, and mobile is driving the purchase decision in and outside the retail location.
Although retail conversion rates are low for smartphone users, those statistics don’t tell the whole story, as mobile devices are heavily influencing purchase decisions in-store and online. From Monetate's Infographic: The Retailer's Guide to SoLoMo
This infographic provides the supporting statistics to retailers that an investment in mobile, mobile apps, location services, local search and social integration is a huge opportunity to drive more dollars to their door.