A recent study by Virgin Media Business has shown that mobile marketing is increasingly being employed by high street retailers, as they hit back at the growing dominance of online shopping.

A third of all respondents to the study believed that their in-store income will be largely boosted by mobile purchases over the next ten years.

Such is the strength of belief that mobiles will increasingly be used in transactions, nearly 25% of the companies surveyed plan to introduce Near-Field Communications (NFC) payments within the next year.

With almost 50% of the UK population already owning a smartphone, (as shown by an August 2011 study by Kantar Worldpanel ComTech), this seems a perfectly reasonable strategy to put in place.

Other new smartphone marketing trends are also being embraced by bricks-and-mortar retailers.

Fourteen percent of those responding to the survey said they were considering installing virtual shop windows, embedded with Quick Response (QR) codes. The same percentage also said they were looking at location-driven mobile sending, to deliver offers direct to the phones of passers-by.

This would essentially give a whole new meaning to “window shopping”, allowing customers to buy products and services without ever needing to enter the shop.

Discussing the findings, the chief operating officer for Virgin Media Business, Tony Grace, said:

“Stores have recognised the fact they need to offer a quicker, sleeker and better value service to keep up with … the rate at which technology is developing.”

The research surveyed about 5,000 companies employing 100 or more staff.