IBM introduces Smarter Commerce

IBM, a provider of technology products, business solutions and business consulting services, has released new software that helps customers browse, shop and buy retail products through mobile devices and social networks, Equities.com reports.

For mobile users, IBM's software for Smarter Commerce offers native Android and Apple-based applications for e-commerce that take advantage of those operating systems to deliver a shopping experience. With these applications, retailers can develop their own storefronts on mobile devices such as the iPad, iPhone or Droid.

The software also offers capabilities for delivering storefronts on tablets that take advantage of the touch-screen and real estate space. In addition, new location-based marketing capabilities can enable marketers to target customers based on mobile device location and let prospects know about relevant offers when they are in the vicinity.

According to an IBM Institute of Business Value study, retailers are struggling to stay profitable, productive and competitive while trying to satisfy and retain a new breed of customers who are more price conscious and demanding - consumers who expect to engage with brands when and how they want through multiple integrated channels such as the Web, mobile, social media and the phone, remotely as well as in the traditional retail store, R&D Magazine notes.

"This new technology will help introduce services quickly and seamlessly to improve our guests' shopping experience," said Maura Hart, Winn-Dixie group VP and CIO.