Due to advanced smartphone technology, today’s consumers have new, expanded access to product information at any time. Faced with the challenges of a more empowered, cross-channel shopper, retailers continuously are creating new ways to improve the in-store shopping experience. A leading strategy, showing a spike in implementations over the last year, is providing store associates with technology-enabled touch points, such as smartphones and tablet devices. During a recent webinar, presented by Retail TouchPoints, titled “The Road To In-Store Mobile Commerce,” Steve Rowen, Research Managing Partner for RSR Research, shared key findings from the company’s 2011 edition of its annual store benchmark survey. Jerry Rightmer, President of Starmount, a retail solutions provider, also discussed insights from the study; he revealed best practices for retailers planning to upgrade the in-store experience to meet the expectations of mobile-empowered consumers.