As mobile continues to be a driving force in how consumers shop today, a recent report from DMI, a provider of end-to-end mobility solutions, showed that retailers are still not sure exactly what customers want out of mobile when it comes to in-store shopping — although some retailers seem to have cracked the code.
DMI’s second annual Mobile In-Store Experience Ranking report is an assessment of experiences retailers offer via mobile devices to customers in brick-and-mortar stores. The company dispatched secret shoppers to 120 of America’s top retailers and scored them based on a total of 240 points. This year’s highest ranked retailer was Home Depot, with a score of 131 — 20 points higher than last year’s top score.
The following retailers also made the list of top 10 mobile in-store retailers:
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2. Macy’s
3. Nordstrom
4. Walgreens
5. Sephora
6. Lowes
7. CVS
8. Bloomingdale’s
9. Walmart
10. Kohl’s
The report also found that shoppers are seeing an increasing value in apps designed to support in-store shopping, with 80% of consumers saying these tools would improve the in-store experience.
“2015 saw a dramatic shift in retailers’ awareness of the potential to enhance the in-store experience for shoppers by leveraging their mobile devices,” said Jay Sunny Bajaj, Founder and CEO of DMI in a statement. “This year’s survey reveals that retailers who are investing in an enhanced in-store shopping experience are heading in the right direction, but there is still a significant gap between the haves and the have-nots. Those who provide a quality mobile experience will create the loyalty and market share so critical to retail success.”
