The more consumers adopt mobile devices to interact with retailers, the more they're likely to become selective in their communications, thus revealing which retailers have truly earned their loyalty, Forrester Research senior analyst Sarah Rotman Epps said at the MMA Forum. "As devices get used more intimately and these experiences are with us 24/7, consumers get pickier about the brands that they want to interact with and they want to invite into their devices. I think from the consumer perspective, you will see a narrowing of the brands that they want to engage with that they trust and have a relationship with, and that they would not mind that anticipatory push from," she said during a mobile loyalty panel discussion.

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