Brick-and-mortar outlets are turning to mobile e-mail and paid search for wireless devices in order to lure back in-store shoppers who wield smartphones to buy online after checking for the best prices, according to Forrester Research and Shop.org, the Web arm of the National Retail Federation, Their survey finds that 87% of retailers have already or are planning to start a mobile e-mail optimization program this year and 71% will do the same for paid search for smartphones and tablets.

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