Whether they are shopping online or in stores, consumers are doing much of their shopping with their smartphones in their hands. They use it to online shop, but they also use it in store to check prices or to get coupons from apps or websites. If you don’t want to lose your customers to competitors who are keeping up with the trend, you need to engage customers with mobile-friendly shopping experiences.

The first important thing to remember is that what you offer to mobile users must be relevant. You need to figure out what your customers want to know about your store and provide that. Should the app show weekly sales, coupons, new items or what? The key to providing the content that consumers want is to keep tabs on what people are interacting with in your stores. Also, if your customer makes the most purchases when they receive a particular coupon, be sure to send out that coupon more often.

There has been a major trend toward deals that change daily, and while this can have its perks for drawing in customers on a certain day, you want to keep this sort of thing in its place. Consumers get hit with so many of these deals each day that they can’t pay attention to every single one of them, so you may not be attracting the customers you expect simply because they’ve received 20 other daily deals. To get the most attention for your deal, try to limit the number of e-mails or alerts.

Finally, use location to your advantage. Most consumers understand the benefits of having their device’s GPS location turned on. Use this to offer geo-targeted products and sales that they can benefit from at their local store. This can help turn mobile marketing into in-store sales.