New York — CPG retailers and manufacturers will increasingly reach consumers using smartphone technology, according to The Nielsen Co.

Retailers currently offer consumers the opportunity to carry frequent shopper cards, coupons and deals on their mobile devices. And with smartphone penetration rising among all mobile users, companies are expected to further leverage the phones’ location tracking abilities to target shoppers with messages in and out of stores, and upsell consumers based on previous purchases, Nielsen says.

Consumers will have the ability to locate the best available price for a given item and access real-time product reviews and promotions, the researcher says.