Today's consumers have become extremely savvy. They're masters at seeking out the latest and greatest in styles, bargains and new trends. And, like it or not, smartphones  have become their weapon of choice, forcing retailers and marketers to shift their normal practices to both retain and communicate with customers.

Retailers may hate it but it's a trend that's here to stay.

In a new research report released by German market research company GFK, four important areas were identified in smartphones and tablets that help today's consumer with their purchasing: