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.

Internet Retailer

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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