There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.
The rush to make everything mobile has generated new ways to do business, new ways to organise ourselves and new ways to communicate, but mobile apps aren't your father's mainframe, desktop or laptop applications.