Brick and mortar companies have websites. Some have adapted those websites for mobile (m.com). Some are compelled to have both a m.com and a mobile application (m.app).
It raises the question of how unique the experience should be in each of those channels. Are there agreed "norms?" Should there be overlap in features/content in each experience?
Let's make this concrete. Take a restaurant chain. They sell food. They sell atmosphere where you eat that food. Simplistically, a restaurant's digital-self can offer:
1. show the menu 2. help me find where I can buy the menu items 3. purchase the food 4. provide discounts on said food
There are others, but I'm simplifying. So here's my question... If the m.app can provide some entertainment or utility experience the m.com cannot, should other features found on the m.com be included? Should they appear in a secondary role because user's are already in the app so they would find it "awkward" to link to the m.com?
If you've had a quasi-similar experience- I'd love to hear from you. If you have a set of "filters" you apply to decide what is appropriate for each channel- I'd love to hear from you. If you have research that is applicable to my question- I'd really love to hear from you.