In the grocery industry today, cell phones as a tool of commerce are largely used to show promotional text messages and coupons. But their potential goes well beyond that. In other retail sectors with higher-ticket products, consumers are already using cell phones to place orders and, to a much larger extent, to do “pretailing” — browsing the Web to find discounts, product information, the closest store or the best price — according to Hung LeHong, research vice president at Gartner, ...

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