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The Forrester Retail Wave™: US Mobile Apps, Q1 2019

Today's Retail Apps Meet mCommerce Objectives But Fail To Inspire Omnichannel Shopping

February 25, 2019

Authors

Why Read This Report

Mobile has become the dominant digital touchpoint, so retailers and digital business professionals must elevate their mobile experiences to win, serve, and retain their loyal customers. In 2017, we evaluated retail mobile websites, so this year we focused on retail mobile apps. To see how helpful apps are to customers, we evaluated the apps of nine US enterprise 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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Table of Contents

  • Leading Retail Apps Must Serve The Customer Regardless Of Context
  • Retailers Must Deliver On Customer Context To Improve
  • Recommendations

  • Build New App Features That Go Beyond Just mCommerce
  • How Forrester Can Help

  • Get Objective Recommendations For Your Apps
  • Supplemental Material
  • Related Research Documents

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