Retailers might see more sales close via tablets and desktop computers than smartphones, but the gadgets still play a key role in the shopping process, Shop.org Executive Director Vicki Cantrell writes. About 90% of smartphone users turn to the devices to do pre-shopping research, according to Google, which includes comparing prices, reading product reviews and locating retailers nearby that sell the items. "A poor smartphone experience in turn will disappoint customers, hamper sales via other touch points and generally leave money on the table," Cantrell writes.

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