What Do Customers Want from a Mobile Retailing Application?

I came across a interesting report today about mobile retail applications.  This report came from the EDI/B2B company, Sterling Commerce.  You may not expect an EDI/B2B company to be conducting research on mobility, but they provide web portals and other solutions that are now accessed by mobile devices.  As a result, it makes sense to conduct research on why customers are accessing portals on mobile devices.

The Sterling Commerce report indicates that product availability is becoming a necessity for impatient shoppers. Nearly two thirds (66 percent) of consumers surveyed considered it important to very important to be able to conveniently determine in-stock availability before visiting a store.  It was significantly more popular than store locators and even the ability to read product reviews while in the store.