When smartphones and tablets first hit the market, they were used by individuals for a variety of personal purposes. However, a new trend is fast emerging in which consumers utilize these mobile devices to browse for, compare and purchase products from retailers. And merchants are moving quickly to capitalize on this shopping practice, as customers are beginning to prefer buying the merchandise they want through their mobile gadgets. Many businesses are developing mobile marketing strategies to entice consumers through smartphones and tablets, and these efforts are translating into increased mobile commerce sales. The technology is set to become one of the biggest trends that has hit the retail industry recently, so merchants need to create approaches that focus on accommodating mobile-carrying customers or risk losing out to competition.

Mobile being used for marketing campaigns
To attract individuals who like to shop via their smartphones and tablets, retailers are sending out marketing emails filled with promotions and discounts. And it seems as though their efforts are paying off, as a recent study by marketing firm Knotice revealed that approximately 38 percent of these emails were opened on consumers' mobile devices during the last six months of 2012.

When it comes to deals and other marketing content being clicked on after these messages were opened – which is known as the click-to-open rate – Knotice discovered that the figure for this on smartphones was 6.92 percent and tablets came in at 7.72 percent. While these mobile devices have not yet brought retailers as much success for their efforts as laptops and desktops computers have, experts state that the prevalence of smartphones and tablets will continue to grow in the coming years.

"If retailers are using email to engage customers, each campaign needs to be great on mobile devices," said Patti Renner, director of marketing at Knotice. "That includes the links throughout as well – each destination needs to both work well and look great on phones, tablets and desktops to make sure the best brand experience is maintained."

Mobile becoming more of a retail focus
The growth of mobile devices has certainly not been lost on retail professionals. Drug Store News reports that research from BDO USA found that merchants are putting more effort into developing effective strategies for boosting online shopping, including through smartphones and tablets. Sixty percent of the retailers surveyed stated they will continue investing in mobile this year, while 38 percent will start implementing the technology into their operations.