Abstract: A method, system, and computer program that assist consumers in quickly locating items in a store without requiring dedicated electronics equipment and without requiring the store to map the precise location of every item in the store. One exemplary method includes receiving at a host computer location information representative of locations of a plurality of items in a store; providing at least some of the location information to a mobile communications device operated by a consumer to enable the consumer to locate at least some of the items in the store; receiving from the mobile communications device corrected location information for at least one item in the store; and updating the location information in the host computer to account for the corrected location information.