Good article by Chantal Tode: Here are some snippets that show the way:
“The mobile site should focus on allowing users to easily find what they are looking for and to complete transactions easily.
Apps should focus on creating a relationship with the customer by collecting their preferences, boosting loyalty and building a lifetime value.
The mobile website by comparison, should focus helping guests to easily find what they are looking for and to complete transactions.
“There should be a consistent brand image for both, along with holiday messaging of sales, etc.,” Forrester’s Ms. Wise said.
“Also, think about the impact of your creative on download times,” she said. “If you are crafting a rich media experience, running it from your native app may be best as it won’t slow down the customer experience.”
lots more nuggets at