The retail mobile app has become something of a personal shopping assistant. Wal-Mart’s app, for example, senses via GPS when a shopper is in a specific Wal-Mart store and offers the consumer to switch the app to Store Mode, a completely different app experience, within the same app, that offers features and functions designed to ease a shopper’s in-store visit. On the other hand, many shoppers use the Amazon.com app to showroom—check online via mobile to see if the product in their hand in-store is sold at a better price online.

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