Smartphones are changing the way that consumers shop and interact with retailers, both online and in stores. The ability to research products, look for coupons, and purchase in a moment of need, regardless of location, using retail applications is empowering consumers. Today, mobile is the most important digital touchpoint for retailers to win, serve, and retain customers. Smartphones enable consumers to access the Internet from anywhere at any time, empowering them to interact with brands in whatever context they choose. Clearly, getting consumers to even download an app is a challenge for retailers today. Consumers are selective in the retailer apps they download there must be a compelling reason for them to take the time to download and interact with a retailer in an app, rather than just using the company’s website.