Research & Trends: Mobile Apps For Retailers: A Quick Look

By Rick Segel

By the time you are reading this article, everything that I am writing about might have changed. Of course, I am exaggerating slightly, but that is how fast the world of mobile commerce, also known as m-commerce, changes. Just when you think you have a handle on the subject, something new is introduced. Here are the current and accepted concepts that are changing the face of retailing via our smartphones.

The first application, (and the application I love), is texting. When we see an ad for specials or tips and we type in a number in response, 30 seconds later we have that special or tip. This allows instant advertising. What we, the consumers, have done is opted in to a retailer's email list. Anyone who works in retail knows the challenges of enticing people to sign up for email lists. Texting allows us to sign up customers without them actually being in the store. And, the best part, the open rate is 97%.