Mobile has been steadily making its way into the forefront of the retail industry over the past few years, as consumers increasingly use smartphones and tablets to research, browse and purchase products. Merchants can no longer ignore the importance of this digital channel, especially as it is forecasted to continue its significant growth over the coming years. Developing strategies now for accommodating device-carrying customers – both in brick-and-mortar locations and on websites – will help businesses get a better grip on the mobile revolution and boost consumer satisfaction and loyalty.

Mobile retail use growing worldwide
Consumers across the globe are increasingly using mobile devices for many retail purposes, whether it be to purchase items, compare products or seek out customer service from brands. One country that has seen strong growth in mobile commerce is the United Kingdom, reports Mobile Entertainment.

The source cites research from Intela, which revealed that 40 percent of individuals in the U.K. are more likely now to make a mobile purchase than they were a year ago. This highlights consumers' increasing confidence in the buying channel, and they feel more comfortable spending money through their smartphones and tablets. Of the customers surveyed, 50 percent stated they would purchase £10 ($15) or more through their devices, which could give way to bigger priced merchandise in the near future, the source points out.

"Waves of innovation in smartphone technology has meant mobile commerce is finally becoming a tangible reality for consumer facing businesses," said Guenole Le Gall, head of mobile at Intela. "As people get more dependent on their devices, mobile commerce's prominence will grow – just as e-commerce did as online technologies improved."

Leverage mobile channels successfully
So how can retailers best capitalize on this growing channel? Independent Retailer notes that focus should be put on developing elements such as applications and mobile-optimized websites to accommodate consumers who prefer to shop through their smartphones and tablets. However, mobile strategies should not only be limited to the internet, as merchants can incorporate some digital elements into their storefronts for device-carrying shoppers.

One example is the use of mobile point-of-sale software and solutions that allow customers to use their devices to purchase products in stores, making transactions quicker and more efficient. In addition, retailers can use information gathered from mobile purchases to offer tailored deals and discounts to consumers, further boosting loyalty and retention.