Best Practice Report

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

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

February 25th, 2019
Brendan Miller, null
Brendan Miller
Jennifer Wise, null
Jennifer Wise
With contributors:
Fiona Swerdlow , Madeline King , Heidi Anderson


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.