This specialized book highlights the potential of mobile internet for brick-and-mortar retail. The shopping of the future is characterized by a complementary interplay of social networking, localization, and mobile internet usage during store visits. This triad forms the basis for the synergies of SoLoMo, which unlock new opportunities for marketing efficiency—especially for physical retailers. The authors address the resulting opportunities by presenting the current state of research and practice on the topic and thoroughly clarifying the fundamental factors of SoLoMo. Special emphasis is placed on location-based services, which play a key role in the retail of the future, and these are explored through an empirical study regarding their usage and potential. New in the 3rd edition: The representative consumer survey.