Some of the most sophisticated in-store technology is tied to consumers' mobile devices, ad executives say. Marketers are experimenting with ways to use mobile phones to provide customers with services and promotions as they shop. These range from truck reviews at car dealerships to allergy information tied to certain foods at supermarkets, Mr. Ross says.
Sounds like Location Based Services (Foursquare etc) are on to something here. Who can get the first score?