Ponca City writes: "The WSJ reports that until recently, retailers could reasonably assume that if they just lured shoppers to stores with enticing specials, the customers could be coaxed into buying more profitable stuff too, but now marketers must contend with shoppers who can use their smartphones inside stores to check whether the specials are really so special. "The retailer's advantage has been eroded," says Greg Girard adding that that roughly 45% of customers with smartphones had used them to perform due diligence on a store's prices. "The four walls of the store have become porous." Although store executives publicly welcome a price-transparent world, retail experts don't expect all chains to measure up to the harsh judgment of mobile price comparisons and some will need to find new ways to survive. "Only a couple of retailers can play the lowest-price game," says Noam Paransky. "This is going to accelerate the demise of retailers who do not have either competitive pricing" or a standout store experience."