When John's lawnmower broke, he turned to his smartphone mid-task to find the quickest way to replace the broken part. After researching his options, he headed to the store to purchase the new component, so he could get his chore finished as quickly as possible.
Mobile is the connective tissue between the online and offline worlds and can drive activity that directly impacts your in-store sales. John, for example, researched lawnmower parts on his phone, but went to the store to make the purchase. Retailers with a physical location can win I-want-to-buy-it moments and convert mobile searches into store visits (and, hopefully, sales) by providing useful information, such as details about locally stocked inventory, competitive pricing, and directions.
