Merchants embrace mobile marketing

06/21/2010 | Pittsburgh Post-Gazette

Retailers build sales by reaching their customers directly, making mobile marketing efforts potentially profitable, a strategy that J.C. Penney discovered through a recent experiment that enabled smartphone users to access promotions and redeem them in stores. Still, retailers aren't investing heavily in one tech solution -- they're experimenting with options from mobile bar codes to Twitter, Facebook and Foursquare identities.

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