• by Karl Greenberg , Staff Writer, June 7, 2011

Angel Anderson, associate experience director at Crispin Porter and Bogusky said at the OMMA Mobile conference other if there's no value on the other side of the QR code formula it won't drive retail shopper traffic. "Often you go to all that trouble and what do you get? Price comparison is a little flat."

Meghan Messenger of NextJump said marketers who want to devise mobile location-based programs at retail must market to women as 90% of all shopping is done by woman. She said, further, that if marketers focused only on women in New York City they would reach a sufficiently large audience of smart-phone enabled shoppers. "In our work with Master Card we have found that the most important markets are the U.S., Brazil, and the third "country" is New York City. But women are not using mobile to help themselves shop."