Executive Summary

The pandemic reshaped consumer expectations about the omnichannel shopping journey, which is now often mediated by a retailer’s mobile app. This report ranks the retail apps of 10 leading multicategory US retailers, rating 31 features based on a consumer survey.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

1. What are the most important retail mobile app features that retailers can offer?
2. Which retail mobile app features do consumers value most, both overall and within key categories of features?
3. What features do the 10 largest multicategory retailers’ apps offer, and how do they compare in five key feature categories?

WHAT’S IN THIS REPORT? An analysis of the most in-demand retail mobile app features to aid in app development in five key areas. Also, a ranking of 10 leading multicategory retailers based on their apps’ features, weighted according to survey data.

KEY STAT: Four of the five most valued app features connect the physical and digital shopping experience. Consumers now expect fast, easy, and frictionless omnichannel interactions with retailers.