We mentioned last month that the flurry of publicity about the i-phone and the Google Android phones would be the start of a campaign to get the public warming to the idea that they could do more than make calls and get emails while on the move.  Over the last few months the mobile phone service providers have been offering more and more smart phones with data as well as text alongside talk-time minutes.

What does this mean to retailers?  A blurring of the edges when it comes to ecommerce and high street retailing. However, it is becoming clear that you need to be online with ecommerce to support a retail presence on the high street.  Adapting to being a multi-channel retailer is not as difficult as it seems, there are plenty of existing models that are working well; so where do you begin?  Here is a simple  1-2-3 checklist to get you started :

1. Review your existing website to make sure your content up to date.
2. Check to ensure that the home page and the product buying process to the checkout is smartphone friendly – How to do this? Someone you know will have an Android or i-phone and would welcome the chance to show what they can do.
3. Look at your customer base and see if the age range and status is already smart phone friendly  -  then see if your current marketing matches the places they will be looking at.