Nielsen recently released a mobile shopping study, “A Mobile Shopper’s Journey: From the Couch to the Store (and Back Again).” The results themselves aren’t all that shocking. It’s no longer a question of whether these in-store mobile touchpoints exist, or of their importance. It’s a matter of how marketers can maximize their benefits. The opportunity exists to make them hyper-relevant through 1:1 waste-free advertising.

“En route to the store, 70 percent of smartphone shoppers use a store locator to plan their shopping trip. Once they arrive at the store, 37 percent stay organized using lists while shopping on their phones. Savvy mobile shoppers use their devices to check prices, and the majority of smartphone (63%) and tablet (53%) owners search and scan their way to savings, though more smartphone owners do this while in a retail store. And the savings continue at the checkout lane, wheresmartphone shoppers are more likely to use their devices for mobile coupons (34%) and for payment (23%).

But the experience doesn’t end at the checkout line. When mobile shoppers get back home, they pick up their tablets to track and share their shopping experience on the Web. Twenty percent write comments on social media and 16 percent use their tablets to write reviews of their purchases. Among tablet shoppers, 17 percent said they follow up on their purchase by looking up information on a complementary product.”

So, the mobile opportunity exists throughout the shopping experience—but to drive the point home about maximizing opportunity through relevancy, a recent study from Janrain found that 74% of consumers get frustrated with websites when content, offers, ads, promotions, etc. appear that have nothing to do with their interests.

“These results align perfectly with additional market research indicating that consumers have reached the tipping point when it comes to being shown content that isn’t relevant to them,” said Larry Drebes, CEO of Janrain. “It’s a wake-up call for brands to fix this problem or risk losing customers and prospects. Consumers have been pretty consistent and clear in their feedback. The way to avoid alienating them is to give them what they want—personalized, relevant content using their data in a responsible and transparent way.”