Published by Gbaf News
Posted on April 10, 2017
6 min readLast updated: January 21, 2026
Secret Shoppers Outline Gap in Customer Expectation and Retail Reality
DMI, a global leader in end-to-end mobility solutions announced the European results of its annual in-store experience rankings report. The Mobile Maturity Model (M3) platform reveals the comparison between 160 global retailers following secret shopper trials of the experiences that retailers offer via mobile devices to customers in their brick-and-mortar stores.
|
|
UK top ten retailers (average score 52/240) |
Continentual Europe top ten retailers
(average score 66/240) |
| Retailer | Retailer | |
| 1 | Asda | Massimo Dutti |
| 2 | Harvey Nichols | Leroy Merlin |
| 3 | Debenhams | ClasOhlson |
| 4 | Argos | IKEA |
| 5 | Waitrose | Migros |
| 6 | Morrisons | DIA |
| 7 | Harrods | H&M |
| 8 | B&Q | Elgiganten |
| 9 | Boots | Mango |
| 10 | John Lewis | Tous |
Key findings
Magnus Jern, Chief Innovation Officer, said:
“It’s fascinating to see the variety of retailers included in the top ten: from high end to budget outlets, from homewares to supermarkets and clothing. It demonstrates that good customer service isn’t dependent on price point, but rather a thorough understanding of customer’s needs. Outside of the top ten there is a significant gap in scores between the haves and have-nots. Those who provide a quality mobile experience will continue to achieve higher revenue, customer satisfaction and have better insights and data across channels.”
Methodology
DMI conducted research of 2,400 European shoppers to find out they found most important in physical and online shopping. This research, conducted by Qualtrics for DMI, evaluated current behaviours on mobile as well as future desires. Following these findings, DMI secret shoppers visited 60 stores and explored using the mobile apps while in the store to compare experiences. Six categories were examined: pricing; inventory; product reviews & advice; personalization; store guidance; checkout & loyalty. The maximum total available was 240. Each category was compared against customer expectation and reality and found a strong disparity in several instances. The full European report can be found here.
Secret Shoppers Outline Gap in Customer Expectation and Retail Reality
DMI, a global leader in end-to-end mobility solutions announced the European results of its annual in-store experience rankings report. The Mobile Maturity Model (M3) platform reveals the comparison between 160 global retailers following secret shopper trials of the experiences that retailers offer via mobile devices to customers in their brick-and-mortar stores.
|
| UK top ten retailers (average score 52/240) | Continentual Europe top ten retailers (average score 66/240) |
| Retailer | Retailer | |
| 1 | Asda | Massimo Dutti |
| 2 | Harvey Nichols | Leroy Merlin |
| 3 | Debenhams | ClasOhlson |
| 4 | Argos | IKEA |
| 5 | Waitrose | Migros |
| 6 | Morrisons | DIA |
| 7 | Harrods | H&M |
| 8 | B&Q | Elgiganten |
| 9 | Boots | Mango |
| 10 | John Lewis | Tous |
Key findings
Magnus Jern, Chief Innovation Officer, said:
“It’s fascinating to see the variety of retailers included in the top ten: from high end to budget outlets, from homewares to supermarkets and clothing. It demonstrates that good customer service isn’t dependent on price point, but rather a thorough understanding of customer’s needs. Outside of the top ten there is a significant gap in scores between the haves and have-nots. Those who provide a quality mobile experience will continue to achieve higher revenue, customer satisfaction and have better insights and data across channels.”
Methodology
DMI conducted research of 2,400 European shoppers to find out they found most important in physical and online shopping. This research, conducted by Qualtrics for DMI, evaluated current behaviours on mobile as well as future desires. Following these findings, DMI secret shoppers visited 60 stores and explored using the mobile apps while in the store to compare experiences. Six categories were examined: pricing; inventory; product reviews & advice; personalization; store guidance; checkout & loyalty. The maximum total available was 240. Each category was compared against customer expectation and reality and found a strong disparity in several instances. The full European report can be found here.
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