The number of holiday shoppers who made a mobile purchase this year rose to 74% over 55% in 2011.  The increase can be partly attributed to the new ways stores have catered to their customers via mobile, whether it’s providing stealth ways to make a purchase or indoor maps.

So, with retailers working to address and improve their mobile approach, what do shoppers want now?  Turns out most of the desired improvements specifically have to do with improving the in-store experience via one’s smartphone.

First off, according to research from GfK Roper and SapientNitro, 63% of consumers surveyed cited the need for free in-store wi-fi.  Wait, obviously.  If stores are catering to shoppers with mobile programming, they have to make it accessible, don’t they?  Beyond that, 56% of respondents wanted to see more exclusive in-store mobile deals and 57% thought there should be interactive displays or kiosks available providing extra product information and reviews (good thing stores are actually already on that bandwagon).

Unrelated to mobile, 79% thought it would be a good idea to allow for in-store purchases to be shipped home for free.  Add that service to the growing popularity of “click and collect” programs, and the prognosis for physical retail in 2013 is actually looking pretty bright.