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Mobile apps enhance the usability and connectivity of smartphones, forming an important facet of the digital revolution. Retail apps grab a minor share of the overall time consumers spend on apps, but viable models of success have emerged: utilitarian apps that drive customers to interact with products and services and experiential apps that deepen engagement among targeted, valuable audiences. Best-in-class brands drive app downloads and usage at different digital touchpoints — from app store search to mobile sites — and follow through with premium app features that support high retention.