• by Mark Walsh  @markfwal, June 7, 2011

How do you crack the code on mobile barcodes? The panelist agreed both standard codes and 2D codes should go well beyond price comparison data to offer deeper product information and related content to help encourage higher sales. Using codes to help streamline the checkout process would be another plus but the hurdle is that retailers are behind in adapting the in-store experience to mobile, especially in updating POS systems to handle mobile checkout.

Meghan Messenger, VP of Merchant Services and Marketing, Next Jump, added that merchants should start by gaining a better understanding of their customers in creating mobile codes or apps. "When you walk in the store, they should know what you're looking for," she said. Mobile retail strategy should be built around basic CRM. Angel Anderson of CP+B said retailers should look to sales staff for input on building strong customer service into their apps.