His phone vibrates, notifying him that it has information available. He flips his phone open, which reveals he has a few options. He can see what slacks might be in inventory that will go with the sock garters he purchased last time. He can see his Brooks Brothers bill is past due, allowing him to sneak out the fire exit before he's recognized. He can also see the seven brands within the store that have special offers for lightly muscled individuals.
Ad agencies hate doing retail work.
They don't make money at it. They aren't structured to implement the complex databases and react quickly to the shifting needs of retail consumers. In short, the ways in which we will find wireless advertising to be useful are ways we're not very good at implementing, barring those few promotion agencies that have interactive units. We have to adjust our attitudes to properly explore the wireless markets. We have to foster a greater respect for local advertising, promotions, and place-based advertising before we'll be mature enough as an industry to properly mine the value awaiting wireless exploitation.