Omnichannel integration remains a hurdle for brick-and-mortar retailers, with only 10% building an in-store feature into their mobile applications, an EKN Research report said. Though some retailers such as Hointer have done a good job at using Quick Response codes in-store to build a virtual wish list of clothing items, the higher priority for the apps is store-associate mobility (71%) and for delivering online orders (33%), Chantal Tode writes.

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