Author: BETHESDA, Md., Jan. 14, 2016 /PRNewswire/ — DMI’s first annual Mobile In-Store Experience Rankings, released today, assess the quality of the mobile experience retailers are providing to in-store shoppers. The rankings cover 100 top retailers in the United States. DMI used its proprietary mobile in-store maturity model to assess the experiences that retailers offer via mobile devices to shoppers who are in brick and mortar stores. Today’s announcement builds on DMI’s previous research that revealed high-quality, mobile, in-store experiences are not only desired by shoppers but in some cases, positively affect shopper preference, visitation and purchase intent.
- The top 10 mobile in-store experiences: Based upon DMI’s Mobile In-Store Assessments of brands reviewed, these brands deliver the best mobile in-store experience for shoppers today1:
- Walgreens
- The Home Depot
- Sephora
- Nordstrom
- Bloomingdale’s
- Walmart
- Saks Fifth Avenue
- JCPenney
- Target
- American Eagle Outfitters
Highlights include:
- Diversity of store type and business model: The top 10 ranked mobile in-store experiences include pharmacy, beauty, department, big box apparel, premium and discount brands. This is proof that high-quality, mobile, in-store consumer experiences are applicable for a wide range of store size, business model and consumer.
- Room for improvement: After conducting 100 assessments, it became abundantly clear that there is significant room for growth across the industry. The highest score possible was 240, yet the number one retailer scored a 111. The average score was 44, a clear indicator that even top retailers have work to do in crafting and delivering effective mobile in-store shopping experiences for their customers.
- Store mode: Across the 100 assessments completed, many of the best experiences introduced specific shopping tools for use in-store only. The growth of these “store mode” tools is a trend to watch in the space.
Jeremy Gilman, VP of strategy for DMI’s brand marketing and customer experience group, said:“Throughout 2015, we saw a dramatic shift in the industry begin to occur. Retailers are beginning to understand and unlock the massive potential behind enhancing in-store experiences through existing mobile applications. We’re excited to see what the New Year holds and look forward to re-assessing these retailers at the close of 2016 to note their progress.”