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Opinion: Yes, retailers need an app, but they also need a strategy

In the era of direct-to-consumer, social commerce, performance marketing and marketplace plays, you’d be forgiven for thinking that apps belong in 2011. It can be easy for marketers to become overly focused on new channels that are creating additional revenue. However, according to Accenture’s 9th wave of Covid consumer research, two in three consumers continue to use brand apps for ordering.  Apps remain an important part of retailers’ overall digital engagement strategies, even as t