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According to an as yet unreleased white paper by the DASH7 Alliance, enhanced loyalty programs could be the next big thing. With a DASH7-enabled phone, the white paper states, "a user could set his or her preferences in the Foursquare or Gowalla application that would allow the user to be automatically "discovered" or "checked in" at the coffee shop/restaurant/gun store/etc. and thereby accrue loyalty points passively, i.e. by just being "in" the establishment, rather than requiring active/conscious user behavior to participate in the program.

Social networking was found to fail to have any meaning influence on purchase decisions, although it was still viewed as helpful by shoppers, especially Gen Y.

Once inside stores, self-checkout is the most widely adopted technology used (71%),

Handheld scanners, kiosks for swiping loyalty cards to receive personalized coupons and touch screen signage showed high interest.

increase customer satisfaction and loyalty, and create ongoing customer conversations

“The ultimate competition between industry players is for control of the ‘ecosystem’ and user experience, and the owner of the ecosystem will benefit the most in terms of revenue and user loyalty,”

Ms. Shen said. “We predict that most users will use no more than five mobile applications at a time and most future opportunities will come from niche market ‘killer applications’.”