It seems as though nearly everyone has a mobile device these days, as smartphones and tablets are providing more convenience for users. This technology is making its way into the business realm, and consumers are accessing the gadgets for a variety of purposes. Merchants have begun to take notice of the influx of customers who bring their devices into storefronts as well as use them to make product purchases when they are away from their home and work computers.

Because smartphones and tablets are growing in importance within the retail industry, companies are now looking at how the gadgets can be used to boost retention and loyalty among patrons, both those who visit brick-and-mortar locations and those who prefer to get their shopping done online.

How are mobile devices used for shopping purposes?
It's easy to see why consumers use mobile devices while on the go – they provide convenience for getting tasks done, such as managing finances, sending emails, staying in touch and much more. Now purchasing retail products from smartphones and tablets has become another aspect that individuals are using this technology for, and many merchants are accommodating patrons by offering mobile optimized websites and applications.

But what about when people bring their devices into stores? Wireless Ronin Technologies writes that research from ClickIQ revealed the top uses for these gadgets in retail stores, and 61 percent of customers stated they access their smartphones and tablets in brick-and-mortar locations to conduct product research. One-quarter of respondents said they scan bar codes, while 18 percent scan QR codes and 8 percent send images of products to family or friends.

Using mobile to improve sales, loyalty
So what do these findings mean for businesses? The results point out that mobile devices are great tools for enhancing customer relationships and capturing additional sales. Wireless Ronin suggests that in order to boost retention and loyalty, companies need to think beyond providing mobile sites and apps for online shoppers. They also need to offer solutions for patrons using mobile devices in their stores.

The source explains this can be done by developing location-based deals and discounts that are redeemable through consumers' gadgets. Having games and other interactive elements that require the use of smartphones and tablets is another way to improve loyalty and revenues.

In addition, merchants can also offer mobile POS systems that allow customers to pay with their devices, which creates faster and more efficient transactions for all parties.