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Study: Home Depot, Macy's, Nordstrom Provide Best In-Store Mobile Experiences

1DMIAs 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:

2. Macy’s

3. Nordstrom

4. Walgreens

5. Sephora

6. Lowes

7. CVS

8. Bloomingdale’s

9. Walmart

10. Kohl’s

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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.”

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