• by Joe Mandese  @mp_joemandese, August 16, 2011

OgilvyOne mobile guru Martin Lange just showed the Mobile Insider Summit crowd a snippet of the virtual, mobile store that retailer Tasco set up in Seoul, Korea, which happened to be the same effort that the Cheil Agency won the Media Grand Prix for at the Cannes Lions awards.

The video gives good context for the implications that mobile media technology has for transforming the retail shopping experience, literally creating shopping locations where none existed before.

Lange noted that other big retailers, including Target and Walmart, have recently begun rolling out new powerful mobile purchasing apps, and that, combined with changes in the way consumers think about shopping, could create new retail marketing spaces.

"At any given time, someone who is a consumer can snap into shopper mode, and then right back out of it," Lange noted.