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from the retailer’s point of view, the smartphone has the potential to provide another point of contact with the customer

You’ve probably seen them. You may even be one of them. I’m talking about the increasing number of consumers who wouldn’t even think of venturing out to the shops without taking a smartphone for comfort and support.

And truth to tell, when you’re out and about on the high street or shopping centre, the smartphone is a handy little device to have on your person. If you’re a brand loyalist, the mobile websites provided by growing numbers of major retailers provide a handy means to check what’s in stock and find what you’re looking for. If the name of the game is bargain hunting, then what could be more useful than having access to price comparison, voucher and cashback sites.

And from the retailer’s point of view, the smartphone has the potential to provide another point of contact with the customer. There are all sorts of ways to do this. You can offer online discount vouchers, with the handset as the means of redemption. Or you may even serve ads or offers based on the customer’s location.

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