Methodology

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.

Retailer Assessments

Select Filter(s)
# 1 Overall

Walgreens

Pharmacy
111
# 2 Overall

Home Depot

Home
110
# 3 Overall

Sephora

Beauty
99
# 4 Overall

Nordstrom

Department
97
# 5 Overall

Bloomingdale’s

Department
95
# 6 Overall

Walmart

Superstore
95
# 7 Overall

Saks 5th Avenue

Department
94
# 8 Overall

JCPenney

Department
91
# 9 Overall

Target

Discount
90
# 10 Overall

American Eagle

Apparel
86
# 11 Overall

Kohl’s

Discount
85
# 12 Overall

Best Buy

Electronics
82
# 13 Overall

Dick’s Sporting Goods

Sports
78
# 14 Overall

Office Depot

Electronics
78
# 15 Overall

Express

Apparel
78
# 16 Overall

Athleta

Apparel
78
# 17 Overall

CVS

Pharmacy
75
# 18 Overall

Free People

Apparel
73
# 19 Overall

Sears

Discount
72
# 20 Overall

Neiman Marcus

Department
69
# 21 Overall

Ikea

Home
69
# 22 Overall

Staples

Electronics
68
# 23 Overall

Apple

Electronics
67
# 24 Overall

Bed, Bath & Beyond

Home
67
# 25 Overall

hhgregg

Electronics
67
# 26 Overall

Barnes & Noble

Home
67
# 27 Overall

REI

Sports
66
# 28 Overall

LL Bean

Apparel
66
# 29 Overall

Anthropologie

Apparel
65
# 30 Overall

Bebe

Apparel
64
# 31 Overall

Macy’s

Department
63
# 32 Overall

Levi’s

Apparel
61
# 33 Overall

Chico’s

Apparel
60
# 34 Overall

White House Black Market

Apparel
60
# 35 Overall

Ace Hardware

Home
59
# 36 Overall

The Gap

Apparel
58
# 37 Overall

Urban Outfitters

Apparel
54
# 38 Overall

Ulta

Beauty
51
# 39 Overall

Toys R Us

Childrens
51
# 40 Overall

Harris Teeter

Grocery
50
# 41 Overall

Gymboree

Childrens
48
# 42 Overall

Banana Republic

Apparel
47
# 43 Overall

Finish Line

Footwear
47
# 44 Overall

Abercrombie & Fitch

Apparel
45
# 45 Overall

DSW

Footwear
45
# 46 Overall

Men’s Wearhouse

Apparel
44
# 47 Overall

Kate Spade

Apparel
44
# 48 Overall

Home Goods

Home
42
# 49 Overall

North Face

Sports
39
# 50 Overall

Cost Plus World Market

Home
39

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