A new study released by Salesforce and Publicis.Sapient has found that 71% of retail customers use their mobile phone while shopping in-store with most retailers. The report shows that marketers are missing out on opportunities to engage with customers through mobile marketing.

The Shopper-First Retailing Report collected insights from 500 million shoppers through 1.4 billion e-commerce visits. It also includes data from 200 million service cases, a survey of 6,000 consumers and in-person mystery shopping.

The majority of shoppers, 71%, use their mobile devices while in-store to do at least one educational or research activity, 15% more than last year. Shoppers who respond to personalized offers are eager to receive offers in the future, a receptive audience for potential marketing through mobile.

On mobile, marketers tend to place product recommendations at the bottom of the product page. The study states that this is a missed opportunity to personalize the customer experience with push notifications and location mapping.

To read the full report, visit Salesforce.

Sources: Marketing Land, Salesforce