To assess the Mobile & Cross-channel performance of retailers, we first adopt the perspective of customers: we measure the features and aspects of multichannel and mobile retail that improve the customer experience through speed, flexibility, availability, accessible information and services, and other factors.
- We’ve measured the speed and adherence to standards of mobile websites, coupled with a more subjective human assessment of navigational ease, visual appeal, search relevance and the optimisation of screen real estate
- We’ve measured multichannel retailers’ integration of physical and online commerce through such services as store finders and collection of online orders at the simple end of the spectrum and, at the other end of the spectrum, the operations capacity to fulfil and return ecommerce orders from stores and features that provide a single view of the customer, among other metrics
- We’ve also measured, for retailers that have apps, the features those apps have. This year we’re measuring which retailers incorporate augmented reality into their apps – just six of the Top500 have this to date, including Ikea with its new Ikea Place app
