Tackling competitors head on with mobile marketing and apps

Retailers are using technology in new and innovative ways to promote customer satisfaction and loyalty.

Retailers are using technology in new and innovative ways to promote customer satisfaction and loyalty. As the number of mobile users continues to grow rapidly, it's more important than ever for retailers to consider how they can engage consumers through the channel.

A recent article by Forbes  magazine cites mobile phones to be the new shopping companion for many consumers, meaning that retailers will need to get cozy with shoppers' new "friends" to influence purchasing decisions.

One strategy that retailers can adopt is to leverage consumer data to promote real-time interactions. Coupling consumer demographic information with technology will allow companies to offer location-specific offers, for example.

Some retailers are using the technology to compete directly with other businesses by offering consumers at competitors' stores special offers. "This type of personalized offer that reaches consumers as they are actively shopping not only increases the likelihood of making a sale but improves customer retention," Forbes writes.

However, retailers need to respect consumers' privacy as well. Mobile devices ares seen as extremely personal technology, so allowing consumers to opt-in to alerts and other offers will gain businesses more fans than overwhelming them with too many messages.