Retailers increasingly use mobile applications as a marketing tool to enhance the customer experience with their brands. Drawing on the customer journey approach, this study analyzes the phases of retailers’ mobile applications. A quantitative approach was used with a sample of 133 users of the retailer’s mobile application. The results indicate that loyalty toward the retailer and purchase intention through the retailer application influence two co-creation variables: loyalty toward the retailer’s application and purpose to provide feedback to the retailer. The paper concludes with a general discussion, of limitations and implications for management.