The Future of
Retail Experiences
Conducted in 2015-2016
Objective
Develop a research methodology and frameworks to quantifiably measure top retailers’ capabilities across mobile, e-commerce, and in-store experiences.
Execute the research plan to capture data points on mobile, the web, and from flagship retail stores across four major cities – Chicago, New York, Toronto, & London.
Craft experience principles that define success in the era of the connected consumer experience.
Evaluation Criteria
The intent of this survey was to evaluate the full retail experience created by major U.S., Canadian, and UK retailers. To what extent were they offering an effective and intertwined customer platform for business in the digital age?
To that end, we conducted unannounced visits to online, mobile, and in-store properties of ninety-nine U.S., UK, and Canadian retailers. We audited English- language mobile apps and websites, and primarily flagship stores in London, New York City, Chicago, and Toronto. The research was conducted starting in the second half of 2015 and concluding in the first half of 2016.
We evaluated three main areas: mobile app effectiveness overall and in-store (25% of the weighting), the store experience (55%), and e-commerce effectiveness (including click and collect, and ratings and reviews) (20%) to determine our top performing brands overall (see chart).
The result is a fairly comprehensive look at how retailers are responding as technology disrupts retail. How effectively are retailers weaving together mobile apps, e-commerce platforms, and in-store innovations? What does the current state of retailing tell us about the future?
Key Findings
Four leaders: Four retailers were selected as the leaders, based on the strength and quality of their customer experience. Apple, Sephora, Argos, and Home Depot earned their spots by integrating digital and rethinking their store environments more significantly than any others in our study.
Stores are increasingly focused on the entire customer journey, with new innovations in the pre-visit and post-visit stages. Starbucks’ pre-purchase, Walmart’s Savings Catcher, and John Lewis’ click and collect were notable.
Mobile payments continued to be a hot topic this year, with widespread use in the UK and slower adoption in the U.S.4 Just three retailers in our study enabled sales associates to check out customers remotely, however.
Reimagining the store: It’s still early stages in the reinvention of the store. Argos, Sephora, and Apple were among the notables that have truly rethought the store.
Notable tactics
Mobile is becoming an essential channel in the store, with image search, wayfinding, mobile payments, and voice-based search being offered. It is also a key channel pre- and post-visit.
Sephora offers a clienteling app, allowing sales associates to check out customers in the aisle.
Sephora’s ColorIQ measures skin color, sets up follow-up purchases of various foundations, and also offers a hands-on experience in the store.
With a buy button on more digital platforms, m-commerce is more widespread than ever.
The Samsung store VR demo included a secondary screen, swiveling chair, and dedicated space to insulate noise, resulting in a more in a more immersive experience.
Neiman Marcus’ mobile app provides visibility into employees at your local store. You can FaceTime, text, email, or call them during their working hours.
Argos – a UK variety store – replaced their traditional catalogs with tablets and enabled mobile-based payments for click-and-collect.
Samsung's pop-up experience at the Westfield Mall includes multiple VR demonstrations and a white-glove, high quality experience.
John Lewis’ “Never Knowingly Undersold” promise extends to their mobile app, allowing customers to submit a request for matching another retailer’s price for an item.
Mobile in-store maps provide a floor layout and pin the locations of items on the customer’s shopping list. Pictured here: Target (left), Home Depot (right)
Rebecca Minkoff's dressing room digital mirror display with RFID pulls up apparel that the customer brings into the room. Adjust lighting, browse looks, and request other products directly from the mirror.
Stores elevate the try-on experience through hardware and technology, such as the H&M runway photoshoot with live DJ, and Nike Run Analysis digitally-enabled treadmill.