What would the virtual shopping mall look like? It would probably look like your basic mall now, except for the addition of wireless technology used not only by consumers, but also by retail stores. Consider this: You walk by a Banana Republic. You like Banana Republic and have signed up to receive an e-newsletter from them once a month. That's where technology presently sits. When you walk in a wireless shopping mall, Banana Republic will know when a loyal customer of theirs is in the building. They'll perhaps send you an alert on your cellphone with an additional option of coupons or other special incentives to get you in the store.

For example, Odell (2003) cited an example from a heavy-traffic mall that placed promotional material around the vicinity.  The signs told mall patrons to call the given number (the opt-in) and enter the special code to receive a coupon that was valid at several participating stores.  Dotinga (2003) also mentioned test run at another mall where the codes were sent to the phone and could then be turned in for the actual coupon.  Since wireless advertising is relatively new, redemption places (usually the stores) do not have the technical ability to read the mobile coupon.  So far, consumers have shown the coupons on their wireless instruments to the stores.  If, in the future, wireless advertising does take off, stores should become equipped with the technology to read or scan these coupons