Mobile commerce opens up improved marketing possibilities

The phrase "retail therapy" is well known among shopaholics. It is a way to make yourself happier by shopping and many people swear by it. In fact, according to reports by Ebates, more than 51 percent of Americans surveyed engage in some form of retail therapy and being able to get a deal ups the feeling to just under 81 percent.

According to another study by Swirl, mobile commerce is starting to become a "therapeutic" tool for those that are using retail to feel better. The report found that 53 percent of the 1,000 women surveyed have between one and five shopping apps on their smartphones. However, 76 percent said they prefer to shop in brick-and-mortar locations with their smartphones tucked away.

What this shows is that the mobile commerce sector still has a ways to go before it reaches its potential. However, there are ways that retailers use the devices and their capabilities to better engage customers.

"The mobile commerce hype has caused retailers to take their eyes off the real prize: the in-store shopper," Hilmi Ozguc, The CEO of Swirl, in a statement. "Retailers have a huge opportunity use mobile to create value for shoppers by delivering personalized content and offers where and when they matter most – while they are shopping in their stores."

This goes right along with the findings in the survey that shoppers are almost twice as likely - 58 percent compared to 33 percent - to value a personalized savings offer that is delivered to their smartphones as opposed to being reminded of the sale by an associate.

Mobile commerce is still evolving and retailers have a number of different ways that they can take advantage of the systems to improve their business standing.

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