Best Practice Report

The Forrester Retail Wave™: European Mobile Apps, Q4 2018

Leading Retailers Are Raising The Bar On Functionality And User Experience

October 23rd, 2018
Michelle Beeson, null
Michelle Beeson
Alex Causey, null
Alex Causey
With contributors:
Fiona Swerdlow , Scott Ross , Luis Deya

Summary

As mobile becomes the dominant digital touchpoint, retailers must elevate their mobile experiences to win, serve, and retain loyal customers. To see how helpful apps are to customers, we evaluated the apps of six large European retailers. This report lays out where the companies excel — and where they lag — and what digital business strategy and customer experience executives can learn from them.

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