Mobile migration is under way with online retail shifting to mobile and in-store shoppers increasingly using their smart phones for decision-making. However, the use of mobile devices to acquire product information in-store often results in information overload and decision abandonment, leading to a retailer's lost opportunity for in-store conversion. Hence, there is a critical need to enhance consumers' abilities to make decisions in-stores, when they lack information, time and cognitive resources. To address this need, we propose a conceptual framework for designing conversational, mobile decision-aids (MoDA), mobile-app based intelligent systems, for in-store shopping, grounded in principles of user- and object-adaptive, intelligent information retrieval and decision strategy.