“There’s an app” for that is no longer a tag line but a reality. There is an app for just about everything, and having an app opens a world of messaging possibilities for developers, brand advertisers and marketers. In the retail sector, however, this golden opportunity has evolved into a cost of doing business.

Why is mobile a cost for the retail sector instead of a golden opportunity? The answer may very well lie in the fact that shoppers are still catching up: according to Nielsen® i, and a Google® ii survey, consumers today still prefer using the mobile web to a mobile app when shopping. But the blame isn’t squarely on the shoulders of consumers; as the numbers will show, internet retailers are not effectively nurturing their mobile users with relevant messaging through their app. Although a little over 75% of the top 100 internet retailers have an app, they are not actually using it as part of their overall outbound messaging strategy.

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