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A recent commentary in Ad Age headlined “The Big Mobile Lie” argued that mobile devices are not driving purchases as much as many people think. Statistics on in-store mobile use, as well as the ineffectiveness of QR codes, show that most companies have failed to create a useful mobile experience for the brick-and-mortar customer, the author said.

This is all true. But it is shortsighted to focus on mobile’s failure to take off in the aisles. Getting sales via mobile when customers are already in the store is not the best use of this technology anyway; its greatest potential is to attract customers for future sales, both online and off.

Continue reading at AdAge.com