When it comes to the rapidly changing retail landscape and how retailers should respond to engage shoppers, it turns out that it's not all about the app.
A new study by Forrester Consulting commissioned by RetailMeNot Inc. shows that while today's consumers overwhelmingly prefer to access the Internet on their mobile devices, only 30% use retailer applications to purchase products. In fact, 60% of consumers have two or fewer retailer apps on their phones, and 21% have none.