5 Tips to Make Your In-Store Mobile Marketing More Engaging

With 84 percent of consumers relying on their mobile devices while in stores to search for sale items, compare prices, find gift ideas, read product reviews or check items off their shopping lists, retailers and store owners should be responding in kind, using the power and reach of the mobile experience to connect with shoppers the moment they walk in the door.

That is especially true if the goal of their overall game plan is to increase foot traffic and sales, and have more satisfied and loyal customers who’ll make return visits throughout the year -- not just during the holidays.

Enter in-location mobile engagement. As retailers and store owners move their marketing campaigns into the mobile realm during this important shopping season, it’s critical for them to understand the complexities, rules and opportunities for successful proximity or in-location marketing.

Retailers’ expectations and mobile tactics need to mesh with consumers’ behaviors and preferences. The following advice can help store owners better manage this year’s mobile-holiday marketing initiatives and start planning for 2015:

1. Let customers make the first move.

As the technology inside mobile phones becomes more sophisticated --