How Mobile Is Changing Retail

According to a recent Forrester study, 75 percent of consumers use their smartphones while shopping in retail stores. And they’re not just taking calls … they’re researching products and pricing, checking product availability, finding retail locations, and even making purchases. Clearly, it’s important for retailers to develop mobile strategies for smartphones and tablets and to tailor mobile experiences for various points along the purchase journey.

Here are some great articles published throughout the past month to help marketers do just that:

  • Research results compare how smartphones and tablets are used differently by consumers.
  • New tools generate leads and gather information about a customer from mobile and social media so that retailers are prepared before that customer even enters the store.
  • Shoppers who use mobile more typically purchase more, according to this research report.
  • Understanding a consumer’s entire shopping journey allows retailers to send relevant messages via mobile along the way.