Retailers See Smartphone Opportunities

Retail marketers have several opportunities to engage consumers who use mobile devices to shop online, according to data from InsightExpress.

During the 2010 holiday season, “smartphone owners used their devices for every stage of the purchase funnel: awareness, engagement, consideration, conversion and loyalty.

Smartphone owners used their devices to gather information on sales, compare prices, read product reviews and redeem coupons. Each step gives the retailer an opportunity  “to connect with consumer and encourage their purchase and loyalty”

That’s why many retailers are developing mobile campaign strategies to target consumers with smartphones.

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“Forward-thinking retailers are devising mobile strategies to address each stage in the consumer purchase funnel…” said Tobi Elkin, eMarketer writer/analyst and author of the new report “Mobile Web: Best Practices for Retailers.

What does this mean for consumers? As smartphones make their way into the hands of the average consumer, retailers will start to deluge the mobile web with advertising and marketing campaigns.


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