It makes sense for retailers to experiment in the mobile space when consumers—particularly teens and twentysomethings—are increasingly migrating to social and mobile media to satisfy their need for news, information and connections to friends, according to John Long, of Kurt Salmon Associates. Some industry observers see the back-to-school season as preparation for more extensive mobile campaigns planned for the holiday season. “So far, no one has found the proverbial Holy Grail, but almost everyone—especially those in the teen market—[is] testing new strategies,” Long said.
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