Apps not the only mobile marketing tool in retail

John Lewis should be commended for its considered approach to generating sales via mobile in the run-up to Christmas (MarketingWeek.co.uk 5 October).

iphone
Smartphones: Not just for apps

Too often retailers (and businesses across all sectors), go down the apps route when it’s not always the best option – apps for apps’ sake.

In this instance, the need to provide access to a wider group of customers has overcome the attraction of a smartphone app. It’s this kind of approach, combined with the right functionality and usability, which will help retailers capture the mobile audience.

Marcus Dacombe, Marketing director, Verridian

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