DMI Mobile Maturity Model Reveals the Retailers Who are Winning in Mobile Experience
The third annual study from DMI reveals top 10 retailers score more than three times higher than bottom 10, though all still struggle with personalization
BETHESDA, Md., January 10, 2018 — DMI, a global leader in end-to-end mobility solutions, announced today the findings of its Mobile Maturity Model (M3). The third annual study, which independently evaluated more than 60 leading retail chain stores across the United States, was developed in 2015 to better understand how retailers are addressing the demands of in-store shoppers for a seamless mobile experience.
In order to create the most accurate report possible, undercover shoppers visited the more than 60 retailers and evaluated and measured a total of six mobile-shopping categories that customers consider most important, including:
- Pricing: How easily can customers find and compare prices on mobile devices?
- Inventory: How easy and intuitive is it to figure out if products are available online and in-store?
- Product Reviews & Advice: How informative is the content, and how well does it streamline buying?
- Personalization: How well does the store customize shopping to the needs of individual consumers?
- Guidance: Is in-store navigation available, and is it successful in helping shoppers find specific products and product categories?
- Checkout & Loyalty: How long were wait times, what was the quality of customer service, and how effective were automated rewards programs?
The six categories were then scored based on a proprietary scoring assessment developed for the M3 study. The variety of retailers in the top 10, from cosmetics to electronics to home improvement, demonstrates that the desire to engage the mobile shopper is ubiquitous. This year, Lowe’s and Walgreens topped the list of high performers.
2018 M3 Top 10 Retailers:
- Neiman Marcus
- Best Buy
- Home Depot
- Bed Bath & Beyond
Across the 60-plus retailers evaluated, the biggest focus and most maturity has been around providing customers a view into inventory and the ability to share product reviews. With respect to providing store guidance, just a handful have consistently demonstrated success in this category, but the trend continues to mature seeing the second highest level of year-on-year improvement.
Other key findings from the study include:
- Personalization continues to be a challenge for retailers. While the category jumped 150 percent year-over-year, with the top 10 retailers scoring nine times better than the bottom 10 it remains lowest score across the study.
- Store guidance was a top performing category in 2017, showing a score growth of 51 percent when compared to the 2016 study.
- Product reviews and advice appear to be some of the most mature areas for retailers, showing the highest scores across all categories as well as a year over year growth of 49 percent.
- As an industry, the average score of all retailers rose by 10 percent in 2017 when compared to 2016.
“2018 marks the largest year-over-year improvement we’ve seen in our M3 assessment of in-store mobile experiences,” said Jeremy Gilman, SVP of strategy for DMI’s brand marketing and customer experience practice. “The leaders in our study have already addressed low hanging fruit in eCommerce like in-store pickup for online purchases. Now, they are designing mobile experiences that really unlock the potential of the millions of devices walking through their doors every year. I expect these experiences will become more meaningful the coming year as brands better meet customer expectations for personalization, loyalty and faster checkout via mobile.”
For more details on how to boost mobile maturity, best practices from leaders in the space, or to download the full Mobile Maturity Model report visit: http://pages.dminc.com/m3-retail-2018.html
DMI, a leading end-to-end mobility company, combines all the skills and services necessary to deliver mobile enterprise solutions. Built to reinvent business for the connected world, DMI has expertise in enterprise-strength web and app development, IoT, digital commerce, analytics, brand and marketing, and secure device and app 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 www.dminc.com and on LinkedIn, Twitter, Facebook, and Google+.