"The customer comes first" is a slogan constantly thrown around the retail industry. Whether merchants agree or not, the importance of catering to the needs of shoppers is paramount to success.

Dell recently found how this can translate into marketing, Internet Retailer reports. The computer manufacturer rolled out a pair of retail apps late last year. To promote the launch of these apps, Dell wanted to send an email news blast out. Because the campaign would be relevant to both traditional desktop users and smartphone owners, the brand designed two emails: one for at-home readers and one for on-the-go subscribers.

The mobile email was specifically made for the smaller resolution of smartphones and also had bigger buttons to encourage users to download the app. The results speak for themselves – app downloads increased five times the day the mobile email was sent out.

Whether retail merchants are tailoring their marketing campaigns or developing new services, they need to think of the intended audience. By designing an experience specifically around the customer, retail brands are showing that they understand the needs and wants of their shoppers.