Use of Mobile Technology Is Transforming the Traditional Retail Shopping Environment

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New whitepaper by Maia Strategy Group examines how consumer packaged goods companies can support retail partners

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“Marrying the online experience with the tactile and visual in-store experience is the golden ticket”
-Marketing Director, Special Products, Grocery Segment

As smartphone adoption in the United States continues to rise, mobile technology and applications have the potential to permanently alter the way consumers make purchase decisions in traditional retail environments, according to a new whitepaper by Maia Strategy Group entitled “How Mobile Technology is Transforming the Retail Shopping Environment.” The study looks at mobile trends from the perspective of the retailer, and findings are based upon in-depth, one-on-one phone interviews with employees from leading retail chains in the Grocery, Drug, and Big Box segments.

Consumer packaged goods (CPG) companies are expected to support retailer efforts, providing an opportunity for the CPG industry to help shape the retail mobile landscape. “Advances in technology have created an ideal opportunity for large CPG companies to collaborate with their retail partners to maximize the in-store purchase potential of their customers,” said Moira Koch, SVP of Maia Strategy Group and co-author of the report. “Essentially, mobile commerce is arming consumers with a personal shopping assistant and offering new forms of customer rewards, while also providing retailers and manufacturers with valuable digital advertising opportunities,” Koch added.

As a major step in mobile strategy execution, many retailers across the Drug, Grocery, and Big Box channels have created applications for in-store shoppers. These applications are linking the digital world with the “brick-and-mortar,” and are designed to assist shoppers in locating, navigating, and shopping in physical stores.

For CPG companies to maximize the potential of mobile applications and best support retailers’ mobile initiatives, it is critical that they understand the perspectives and goals of their retail partners. Armed with a clear understanding of the role of mobile technology and future trends, CPG companies will be best positioned to strengthen their retailer partnerships and advance the shared goal of increased in-store purchases.

To learn more, or to view the whitepaper in its entirety, please visit Maia Strategy Group’s website. (

About Maia Strategy Group
Founded in 2003 and proudly working with 20 of the Fortune 500, Maia Strategy Group is a market intelligence and strategy consulting firm that provides in-depth customized research and analysis on our clients’ external market environment. Our excellence in primary research allows us to provide detailed insight on our clients’ global markets, competitors, customers and channel partners. Our analytical techniques transform this market intelligence into strategic action. Clients come to us when they have “gaps in intelligence” on their global markets. We fill those gaps with “hard to get” facts and develop winning strategies. To learn more, visit

Media Contact: Corbin Miller, 800-711-5328, CPG(at)maiastrategygroup(dot)com


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