According to L2’s Intelligence Report: Mobile & Tablet, mobile investments are crucial as a driver of in-store and e-commerce sales. In the U.S., hours spent on mobile surpassed desktop hours for the first time in May 2013, yet mobile accounts for just 10% of all retail sales. The gap can be explained by the fact that smartphone owners spend on average 15 hours a week researching products on their devices, meaning mobile investments are worthwhile for brands even if items are purchased elsewhere. By that standard, the Comptoir des Cotonniers effort will certainly be a success. Even if just a fraction of sales are materialized on PowaTag, the billboards or virtual boutiques can prompt those passing by to visit a store.