The planning and development of a mobile app for any brand is no small task. While it’s tempting to follow a cookie-cutter approach for app development that just covers your basic needs of reaching new customers, retaining the customers you have, and giving them a user-friendly way to purchase your products while on the go, you may not be giving yourself the opportunity to explore innovative new ways to gain trusted, rich data on your mobile users once your app starts being actively used. Consider utilizing useful and affordable functionality that you can add to your mobile app now that will provide you with big returns in the end (like increased engagement, higher conversion rates, and bigger share of wallet):