Retailer mobile marketing has a temporal dimension as well.
Retailers could communicate instant offers to mobile consumers
who are in the vicinity of their bricks-and-mortar stores with a
time expiration deadline to induce immediate shopping. The
success of such an offer depends on whether consumers need the
item on which the offer is made, whether the offer is attractive,
and whether the cost savings are worth the time for the consumers.
The mobile also allows retailers to collect more granular data
associated with the activities of their customers. Customer data
management is an important part of retail management (Verhoef
et al. 2010).