Mobile isn’t going away any time soon, which poses a lot of questions for retailers looking to optimize their brand's mobile experience for consumers.

While options such as geo-location apps or mobile compatible websites are good ones, a different possibility is rising in popularity among retailers – in-store apps.

According to a recent survey of retail executives that was commissioned by mobile commerce solution provider AisleBuyer, only 14 percent of respondents currently have a mobile app. However, 50 percent of those that don’t have a mobile app are planning on introducing a shopping app in 2012.

Among the group of retailers planning on introducing a shopping app, 54 percent plan to include promotion functionality as part of the app, while 24 percent plan to add mobile self-checkout, and 46 percent plan to introduce a tablet-based mobile store associate app for employees.

“Retailers clearly view mobile as the key to enhancing the in-store experience,” says Andrew Paradise, AisleBuyer’s CEO. "From mobile self-checkout to equipping store associates with tablets, the survey data validates the major shift we are seeing in the use of mobile in stores. Mobile apps provide retailers with a wealth of previously unavailable information on in-store shopper behavior that will ultimately improve revenue, profitability and customer loyalty.”