DMI Develops Mobile In-Store Maturity Model for Retailers

Company Enables Retailers to Assess the Quality and Sophistication of In-Store Mobile Experiences from the Consumer’s Viewpoint

BETHESDA, Md. — Oct. 28, 2015 — Retail leaders and industry experts alike indicate consumer mobile devices are the most underutilized technology in brick-and-mortar stores today. While retailers agree that consumer mobile should play a larger role in the in-store experience, they lack the data and insights to understand what that experience should be, and how to execute it. DMI announced today the release of a Mobile In-Store Maturity Model that enables retailers to assess, compare and identify areas for improvement around the in-store mobile shopping experience currently being offered. The model was informed by a consumer survey conducted by DMI that revealed specific mobile capabilities that shoppers desire while in brick-and-mortar stores. To download the survey results and the Maturity Model, visit

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  • Survey reveals need to improve mobile in-store experience across the board: DMI conducted a consumer survey to help retailers understand the biggest areas of opportunity around the mobile in-store experience. The survey revealed insights about what shoppers want from a mobile experience and what impact it might have on store visitation, brand loyalty and purchase behavior.
  • Assessing existing mobile in-store experiences: As a result of the survey, DMI developed a mobile in-store maturity model to provide retailers with a framework that encourages them to investigate and evaluate their current mobile in-store experiences. These include mobile websites, native applications and more, evaluating the experience from the perspective of, “How are shoppers using these tools while in my brick-and-mortar store?”
  • Evaluating the results: After assessing the in-store mobile experiences from the shopper perspective, retailers can evaluate how well the experience meets consumer needs across six core areas of the shopping experience:
    • Pricing
    • Inventory
    • Products Reviews and Advice
    • Personalization
    • Store Guidance
    • Checkout and Loyalty
  • In-depth assessment to drive bottom-line results: Once completed, the assessment will reveal areas of improvement to help retailers gain insights into existing mobile offerings and evaluate what needs to be improved in 2016 in order to better serve in-store shoppers. To support these efforts, DMI has developed a more advanced methodology for assessing, benchmarking and scoring the mobile experience. To request an in-depth assessment, visit:

Anthony Pappas, president and executive creative director of DMI’s brand marketing and customer experience group, said:
“Retailers have taken dramatic steps including closing stores, introducing new store formats and investing billions to address their brick-and-mortar growth challenges. Amidst this, the vast majority have yet to focus their efforts on the in-store mobile shopping experience due to a lack of consumer insights and preferences. We believe our maturity model will help retailers better understand how to leverage the millions of consumer mobile devices that come into their stores every year.”

About DMI:
DMI, the world’s first end-to-end mobility company, combines all the skills and services necessary to deliver mobile enterprise solutions. Built to reinvent business through mobility, DMI has expertise in mobile strategy, UX, web and app development, omni-channel commerce, brand and marketing, big data management and analytics, and secure mobile device, app and data management. The company’s unique, integrated approach to mobility has resulted in dramatic growth as well as an expanding client base, which includes hundreds of Fortune 1000 commercial clients and all fifteen U.S. Federal Departments. Additional information is available at and on LinkedIn, Twitter, Facebook, and Google+.

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