More than ever successful retailers are finding it necessary to make their store operations multichannel, allowing consumers to access and contact them through a variety of mediums.

However, according to a recent survey from rich media mobile and social merchandising provider Zmags, few retailers are prepared to deal with the growing number of computer tablet users.

In their report "Mobile & Tablet e-Commerce: Is anyone really ready?", Zmags revealed that only one third of internet retailers have optimized their websites for tablet users, with most respondents saying they continue to rely on their PC-based layout for mobile users.

"More than half of retailers have developed smartphone-specific offerings to provide key functionality for the smaller screen," the study reports. "While more than two-thirds of the retailers have developed iPhone apps, only half of that group offers the ability to purchase via the app."

Retailers should ensure that tablets aren't the only mobile devices optimized for m-commerce. Websites should also be accessible and readable on smartphones' much smaller screens.