The “app store” changes everything

It’s the five-year anniversary of Apple’s launch of the “App Store” on its smartphones. There’s universal agreement among RetailWire panelists that this has had dramatic effects on consumers’ (and marketers’) behavior. I zero in on two specific points:

I see two big effects on retail: First, e-commerce sites for brick-and-mortar retailers need to strive for the sort of design simplicity and ease of use typical of a smartphone app. Second (and more important), the “app” explosion continues to empower the consumer in his or her relationship with the omnichannel retailer. Especially on the issue of price transparency, the smartphone has been a game-changer.

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