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The challenges facing brick-and-mortar stores are only growing as online shopping moves from the desktop to smartphones. People look up prices online while they're inside a store. They make purchases from an online store unconnected to the store where they're roaming the aisles. The list goes on.

Walmart's app is customized for each store.
(Credit: Walmart)
This is why Walmart -- a company known far more for its data mining and supply chain mastery than for its mobile apps -- is going all out with mobile. The idea is not to make it an either/or option; instead, Walmart's iPhone app (Android is coming soon) caters to people who are first and foremost shopping inside a Walmart store.