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A Mobile App does not make you Omni-Channel
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Much like the early days of the internet, having a mobile app now was like having a website then. Most people had websites, few of them had any capability for selling any products or services, and if they did, they certainly were not integrated—they were simply another channel. Everyone was excited about the seemingly limitless possibilities the internet afforded, and the same holds true now with a mobile app.
Many would argue that mobile is even more important now as it is much more personal, it is with us all the time, and it is always on. Yet in the rush to colonize this new space in people’s purses, the desire to not be left behind can sometimes get in front of thinking things through, and having clear goals and direction.