Cleveland marketing efforts include retail apps

Retailers in Cleveland are trying to promote their holiday sales and get more information on customers through smartphone applications, the Plain Dealer reports.

Companies are developing mobile mall guides, digital coupons and other tools that can help people plan out their trips before they even arrive in the shopping center parking lot. The added benefit is the data collected through the apps, which can inform future marketing campaigns, or provide insight on consumer behavior.

"It's not so much the intent of most of the marketing organizations to invade privacy," Gary Hunter, an assistant professor of marketing at Case Western Reserve University's Weatherhead School of Management, told the newspaper. "They're really just trying to match, as they've always tried to match, consumers to the product or service."

Amazon recently realized the advertising and sales potential that mobile devices offer with its Price Check tool, Direct Marketing News reports. The app allows shoppers to compare in-store prices with those on the company's website, and offers a 5 percent discount on purchases if the consumer chooses to buy through Amazon.

Amazon spokesperson Sally Fouts told the news outlet "the Price Check app is a great way for shoppers to ensure they're getting the best possible prices."