Consumers are notoriously fickle and, in today’s world, armed with a mobile phone and more data, they are empowered and emboldened to make a switch. Brand and retailer loyalty is at an all time low as online shoppers are trying to get the best deal in terms of price and convenience. So if this is the case, why do retailers keep on trying to push consumers to use their mobile app? According to research conduct by commerce platform Mozu, 50.3% of retailers believe that consumer