December 1, 2010, 12:00 AM

Retailers head into a mobile-merry holiday season

More retailers have mobile marketing and commerce plans in the works, according to two research reports.

Mobile commerce is making its first broad appearance this year as a way to shop for the holidays. Many retailers are responding with mobile marketing and commerce strategies ranging from digital coupons and social network ties to m-commerce sites with gift centers that let customers shop by price, product category or type of recipient, according to two recent reports from retail consulting firms FitForCommerce and The E-tailing Group Inc., each of which studied about 100 retailers. In a sign that merchants are building up their mobile expertise, 44% surveyed by FitForCommerce said they were using in-house technical resources, though the firm projects that an increasing number of mobile sites will be developed by e-commerce platform providers, up from only 12% in its study. 58% of the retailers queried by FitForCommerce had not yet deployed a mobile presence, however, with many citing high costs and lack of available mobile managers.

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