A new survey from Boston Retail Partners (BRP) reportedly shows how retailers are seeking to chart their mobile strategies in line with customer preferences.

According to results from the “BRP Special Report: The Mobilization of Retail,” cited in media reports, most retailers seem tuned to consumers shopping via their smartphones. Reportedly, 41% of consumers plan to increase their shopping activity on their phone or tablet within two years, and a corresponding 41% of retailers plan to accordingly improve the mobile shopping experience.

However, the study also indicated some disconnects. For example, while 67% of consumers are likely to shop with a retailer that offers mobile coupons instead of one that doesn’t offer them, only 40% of retailers reportedly planned to offer coupons/ discounts as a key feature on their mobile app/website.

Also, 61% of retailers planned to identify customers when they walk in the store using their mobile device and WiFi, but only 39% of consumers were comfortable with mobile identification when they walked into the store to personalize the experience.

Results also indicate some other key findings in terms of features that are most in demand: item availability (53%), product information (51%), customer service (47%), coupons and discounts (40%), and loyalty/rewards (33%). One-third (34%) of consumers use their phone in-store to compare prices and 28% look for mobile offers/coupons. The study also showed that 64% of consumers were likely to choose a store based on product information availability via mobile device.