New Retailer Scorecard CitesTarget, Best Buy, and The Home Depot as In-Store Mobile Leaders

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A new study by digital agency White Horse's Digital Futures Group ranks Target, Best Buy, and The Home Depot as the best among the nation's largest retailers in delivering an effective mobile experience for in-store smartphone users.

White Horse’s Digital Futures Group has released a new report ranking top retailers based on their support for consumers’ use of smartphones to aid and enhance their in-store shopping. The report finds that Target, Best Buy, and The Home Depot have taken a leadership position in delivering effective, integrated mobile experiences, while many other retailers are falling behind.

The report, Mobile Readiness Scorecard: The Measure of Great In-Store Mobile Experiences, benchmarks retailers on nine criteria of progress toward in-aisle mobile, as well as four criteria measuring the criticality of in-aisle mobile to the brand’s success. Using a combination of secondary research, in-store audits, and heuristic analysis of current mobile experiences, White Horse evaluated the in-store mobile readiness of nine top U.S. retailers, including Walmart, CVS Caremark, Kroger, The Home Depot, Target, Walgreens, Best Buy, Lowe’s, and Safeway.

Under this scorecard system, White Horse has identified Target, Best Buy, and The Home Depot as Leaders not only because of their demonstrated commitment to delivering innovative mobile experiences for in-store shoppers, but also because their in-store mobile experiences are natural extensions and expressions of their respective brands’ core identity. Other retailers are categorized as Experimenters, whose mobile experiments haven’t yet coalesced into a defined sense of purpose, and Learners, whose use of mobile tends to be tactical and focused on replicating the desktop web experience.

The report emphasizes that in-store mobile is still a nascent and fluid environment, and that retailers that currently lag behind may leap to the front with a game-changing mobile experience. “These category positions are by no means etched in stone,” said report author Will Reese, head of White Horse’s Digital Futures Group. “Retailers that are just starting out in mobile can learn a great deal from the Leader practices outlined in this report, and they may readily evolve mobile experiences that meet or exceed these benchmarks.”

The report is a follow-up to the White Horse Digital Futures Group’s recent study, The Future of In-Aisle Mobile: A Framework for Innovation, which features primary research on consumers’ use of mobile devices in store aisles. The new 24-page report is available as a free PDF download at the White Horse website at http://www.whitehorse.com. (Registration is required.)

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