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The Pew Internet and American Life Project shed light on one of the biggest challenges for retailers: more than half of U.S. adult cell phone owners used their mobile phone during the recent holiday season to access product reviews, compare prices and calla friend or family member for purchasing advice.
The main focus of this article is the positive use of the IMC concept pertaining to the increase in Retail Sales. As the usage of mobile technology increases so do retail sales as consumers now indulge in online sales. It is, obviously, easier for consumers to go onto a website or an app as opposed to walking into one store after another. Since it has become a common trend, it has been adapted into marketing techniques. Statistics show an increase in the users of mobile phones. This could have a negative impact on businesses if they do not tread carefully. It could cause them to shut down their physical retail stores as they are not attracting the same number of walk-in customers. On the contrary, this could also be beneficial taking into consideration the rental costs, staff salaries and other overheads.