In recent times, the retailers are observing a huge traffic, which is getting driven to their site through the mobile devices. There has been continuous improvements and innovations in the field of technology, for the purpose of meeting the increasing consumer demands. It has now become very convenient and easy for consumers to shop online and also, to review and provide feedback regarding the product purchased online. Thus, the implementing of mobile applications is becoming essential for retailers.
According to Gartner, a leading research firm, there will be more mobile commerce than e-commerce by 2015. Smart devices like iPad, iPhone, Android phones etc. have opened up an alternative channel for the benefit of the retailers. The mobile devices prove to be a good and useful medium for the retail store employees and consumers, to browse and view product details, They can also, place orders while on the move. The ability to influence the consumer behavior, based on the location of the consumer, makes the mobile device a unique and important medium of communication.