From the NRF BIG Show: Embracing the Cross-Channel Mobile Opportunity

Choose a partner with a platform specific to retail, and one that can deliver an optimized site and rich apps. Once your mobile site has launched, be sure to optimize it for each device (BlackBerry, Android, iPhone). Also, continuously update and enhance the experience. Mobile is evolving rapidly; be sure to keep up.

How can you offer a unique mobile experience? Try offering incentives to subscribers such as coupons, rebates and other special offers, Maki suggested. (This can be done via SMS text messaging.) Provide information that consumers find helpful, including product information and details, related products, how-to information, user ratings and reviews, wish lists, and product recommendations. Also be sure to integrate your social media sites into your mobile initiatives. The social media space is growing as well, and the more touchpoints you have, the better.