"An interactive marketed for one of the major mobile carriers told me recently that the Store Locater function on his main Web site produces one of the big blank spots in his knowledge about the effectiveness of his online spend. Almost all of his other online investments produce reams of detailed metrics he can use to optimize, calculate ROI, and spec out future projects. The Store Locater gets a ton of traffic, but he has no idea where it goes and how effectively it drives people to the retail stores themselves. There remains an enormous gap between the Web and retail and our understanding of how the two work together. We just know that they do work together--somehow." (Let's Go Shopping, by Steve Smith, Tuesday, Aug 29, 2006 3:01 PM ET)
This is such a great example of the current opportunity that exists in the W2S world. I am betting (as many others are) that mobile applications (such as couponing) will lead the charge in connecting the Web with in store shopping. To drive this bridge forward, the new Web - to - phone space will need to continue to evolve.
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