The advancement of information communication technologies has been creating new opportunities for the retailers and shaping the retail landscape. The mobile device is always with shoppers and it is one of the biggest influencers of in-store shopping behavior. Technology is changing our traditional concept of in-store shopping behavior. The main purpose of this study is to discover how consumers are using mobile devices throughout their purchase journey in the store from an emerging country perspective. A survey was conducted with 593 respondents from Turkey and the findings of this study indicate the importance of in-store mobile phone usage and the high level of acceptance of this trend. In-store mobile phone usage phenomenon referred here as a "trend" will soon become an inevitable life style for whole consumers in this age of technological developments. And this new life style may either be an opportunity or an obstacle for traditional brick and mortar retailers depending on their response towards in-store technology usage.