This is part three of our coverage of the Mobile Retail Summit – covering the third section of the day, In-Store. You can read part one, On Device, here, part two, on Driving Footfall, here, and part four, on The Future, here.

The third section of our Mobile Retail Summit began, in fine tradition, with a Stat Attack from On Device Research – revealing, among other thing, that 60 per cent of shoppers use mobiles whilst shopping in store, and that 78 per cent would use free in-store wi-fi, if it was offered.

Next, Jason Cross from Incentivated talked through how to use integrated messaging to drive in-store retail opportunities. Alongside a series of case studies – from Tesco to M&S, Jaguar to Strongbow – he shared some stats of his own. Only 2 per cent opted out of the SMS-based Strongbow mobile CRM campaign. 75 per cent of consumers, meanwhile, are happy to opt into commercial messaging services, and the majority are happy to receive one commercial message per week, bringing back a common theme of the day: dont overdo it.

Steve Rothwell from EagleEye discussed mobile coupons, the opportunities they offer – and the importance of proper authentication. He opened with a promising number – that the industry would be worth $43bn in five years time – and then tried to prove it. A stand-out example was the 10,000 new mobile opt-ins Threshers received every day during an Eagle Eye coupon campaign offering 40 per cent discount. The best bit? Threshers already offered 34 per cent off under its 3 for 2 offer.

And with an interesting panel discussion on mPayment between representatives from Visa, Venda, Mobile Money Network, and Paypal, that was it for In-Store. Its time for a quick coffee break, and onward into our final section of the day, The Future.

If you want to be first to get the highlights from our final coule of hours, follow us live on Twitter by using the #mretailsummit hashtag.