Retailers shift their ad spending from TV, radio and print ads to digital ads.
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“We’re working on a multichannel strategy and figuring out how mobile will be a part of that,” says Charles Hunsinger, executive vice president of information technology.
The Guitar Center m-commerce site will offer features the others do not. “The ability to find stores in your area or around your current location. Having the store location integrate directly to a map for driving directions,” Cave explains. “Checking via your phone to see if they have an item of interest available in the store closest to you. There are a wide variety of options to better integrate your stores with mobile browsing.”
Musician’s Friend executives say they can easily justify the investment in m-commerce.
“It’s not a huge investment and certainly warranted by the traffic,” Hunsinger says. At the same time, he says, “you do not want to be providing customers a bad experience, and that definitely can happen if they’re trying to use your regular site through a mobile device. Even if you only have something more basic out there, have a good way to interact with customers in the mobile channel.”