September 1, 2010, 12:00 AM

Customer reviews top retailers' mobile content plans

A top priority for mobile retailers is to make customer reviews available through their sites and apps, a Forrester study says.

35% of retailers with a mobile presence offer sites optimized for mobile browsers; 53% have developed mobile software apps that their customers can download to their iPhones, BlackBerrys, Android phones and other mobile devices; 14% engage consumers with text messaging; and 8% use a third-party service that distributes content such as coupons to mobile devices, according to the State of Retailing Online Report prepared by Forrester Research Inc. on behalf of Shop.org, the online retailing division of the National Retail Federation, a retail industry trade group. (Percentages add up to more than 100% because respondents could cite multiple uses.) The most common strategy planned for this year, cited by 44% of study respondents, however, will be to add customer ratings and reviews to mobile content. Other popular strategies are to offer product and price information, coupons, store locators, and alerts for in-store sales and events.

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