Consumers are increasingly using their mobiles to purchase products as well as research products, read reviews and prices while they are shopping (in real life stores and web stores). 6% of US consumers surveyed by Forrester say they have used a shopping-related smartphone app in the last 3 months and 12% say they intended to use their mobile to redeem a coupon in store.

“First and foremost, the primary winners are mobile users,” says Ellison. [Scott Ellison, Vice President of Mobile & Consumer Connected Platforms at research firm IDC.] “Information that is of value, that saves you time, or that saves you money is a good thing—and apps are becoming primary ways to deliver those values. There are already stories circulating of retailers beginning to put their own private barcode stickers over manufacturer packaging barcodes in order to prevent mobile users from comparison shopping while in the retailers’ store.”

Ellison adds that it is a potential win-win, as it serves the retailer as well, at least those that do it right.

“From a bricks and mortar perspective, the winners are those retailers that can create apps that drive users into the store and then engage them even further. A great example is Puma and their in-store iPad app that allows you to create your own shoe while looking at swatches of materials in your hand. That transforms the online ordering experience at home to one that a shopper wants to go to the store to do, and of course once in the store the cross-selling opportunities abound.”

Full story at CNBC.