April 4, 2011, 10:05 AM

How smartphones are becoming central to shopping—and what retailers must do to prepare.

An IRCE speaker will share research about shoppers’ smartphone use and m-commerce.

Lead Photo

Jeff McKenna

Smartphones are an increasingly popular part of shopping, with more consumers using the devices not only to buy but for comparison shopping and locating stores. That’s why smartphone-based communication is becoming a necessary element of retail planning, says Jeff McKenna, senior consultant at research and consulting firm Chadwick Martin Bailey.

McKenna, the primary researcher on a recent study of how consumers use smartphones, will share some of his findings at the Internet Retailer Conference & Exhibition 2011 in a session entitled “An up-to-the-minute look at how consumers are using their mobile devices.

He says that with the mobile revolution underway, retailers need to understand the relationships between consumers and their phones before creating a mobile strategy. 

“Smartphone usage is one of the more exciting areas of research I have explored lately, and I’m excited to share some of the latest trends. I will present findings from studies of the U.S. market and highlight key differences in consumer behavior,” McKenna says. “The discussion will focus on opportunities for brands to integrate and differentiate smartphone and mobile technologies as they apply to consumer shopping and purchases.”

Internet Retailer’s editors asked McKenna to speak because as a veteran research analyst at Chadwick Martin Bailey, he has been a key consultant and project leader on many highly strategic segmentation studies. In addition, he leads many of the company’s customer satisfaction engagements, including design, implementation and reporting tool programs. He has worked with clients such as Avis Budget Group, CIBA, Pfizer, Royal Caribbean, Apple, and GE Healthcare.

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