Each mobile in-store experience was evaluated in a brick-and-mortar store between October and December of 2015. Each evaluation included the following activities: evaluator downloaded and explored all available consumer-facing mobile experiences before visiting—including applications, mobile websites, loyalty programs, SMS texting programs, etc.
Next, the evaluator visited the brick-and-mortar store and attempted to complete a list of 40 use cases. Each use case fell into one of the six key categories included in the maturity model. A base score was given to retailers who satisfied a use case, and bonus points were awarded based on the quality of a given use case. The sum of all the category scores constitutes the overall score given.
Note: Although DMI maintains business relationships with some of the retailers evaluated, no retailers were involved in the assessments in any way. DMI was not given access to any applications in development or any back-end systems or associated clienteling applications.