With the growing popularity of online shopping, merchants need comprehensive eCommerce software that helps them consolidate their marketing efforts. The retail industry is currently focusing on providing consistent, fluid experiences for customers across channels as retailers expand their strategies to embrace additional platforms, opportunities and features. Drawing on recent trends in consumer behavior, analysts expect that mobile technology will become crucial for eCommerce success.

The Huffington Post predicted that mobile marketing will continue to expand, accounting for an even greater percentage of ecommerce sales than previous years. Therefore, mobile technology will be a core component of marketing for retailers that primarily sell online and those centered on physical store operations.

The strongest mobile marketing approaches are well-integrated with other retail management software, allowing merchants to apply personalized tools while providing the same information and services across channels. Tips for better mobile strategies include:

• Optimize eCommerce websites for mobile.

  Responsive formats can help merchants make sure their sites look good and function well on a variety of platforms, including smartphones and tablets.

• Make use of localization mobile technology.

  From iBeacons to targeted SEO, retailers can direct their promotions and messages to a particular population based on the precise location of customers.

• Enhance the customer experience.

  Business owners should consider mobile options when crafting a unique, convenient shopping experience. The Huffington Post recommended offering free Wi-Fi, using QR codes and providing NFC-redeemable coupons.

• Collect data from mobile devices.

  In addition to eCommerce websites, mobile technology offers a diverse range of options for engaging customers and gathering data based on their activity. For example, shoppers’ habits and preferences can be tracked through opt-in location-aware apps. To make the best use of these information resources, retailers should consolidate the data derived from their mobile technology with other store data to make better use of reporting and analytics for the entire retail operation.

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Read more about why mobile commerce is becoming a top priority for retailers in 2014 in order to achieve eCommerce success and how mobile shopping may be the key to reaching affluent individuals.