CEI 2017 Criteria ProposalsCriteria CodeCategoryDigital Review Only?Category AreaCriteriaCriteria DescriptionScoring GuidanceScoreAdditional Evidence to LogA - PersonalisationA1PersonalisationYesPersonalisationCustomisation of Digital ExperienceDoes the home page reflect the personal / preference data provided by the customer? Does the retailer / CP brand customise / modify the customer's home page to reflect their individual preferences? Does the retailer / CP brand provide self-service facility for the customer to modify their home page so as to reflect their own preferences? Determine the degree of customisation available. Is the retailer / CP brand proactive in contacting new customers to secure personal / preference data? (i) Email (ii) App (iii) Message on personal profile page (online) 0 - No personal / preference data is discernible in any digital channel even after authentication. 1 - There is no facility for the customer to modify / customise the home page. 2 - Personalisation occurs in at least one digital channel (with authentication as appropriate) but is limited to name such as "Welcome back Name" in the banner. Product content and marketing messages do not reflect any personal / preference data already provided by the customer. 3 - Personalisation occurs in at least one digital channel (with authentication), including name and product content etc. Personalised search pages and marketing messages appear in certain areas of the home page. The format and content is driven by the retailer / CP brand. 4 - Personalisation occurs in at least one digital channel (with authentication), including name and product content etc. Personalised search pages and marketing messages appear on the home page. The format and content can be modified by the customer in a self-service manner.4 Feedback:A2PersonalisationYesPersonalisationApp personalizationAbility to tailor the retailer / CP brand's App in meaningful ways.Yes: Some evidence of a customer-configurable App exists, such as the ability to specify which categories appear at the top or on the featured pages, how often to receive notifications, or have the App behave in a manner you specify. No: The retailer / CP brand's App cannot be personalized in any material way, or the retailer / CP brand doesn't have an App. The only capability the App has would be system settings such as to share location information.YesA3PersonalisationYesRewardsIntegrated Loyalty ProgramDetermine whether loyalty program is cross-channel. Determine how loyalty program is hosted: e.g. mobile app, physical loyalty card etc. Determine loyalty program model: points per spend or broader value exchange throughout shopping process: lifestyle / collaboration / gamification. Determine rewards offered: savings, gift cards, vouchers, access to select services / benefits, preferential rates for tickets / events / experiences etc. Determine rewards qualification: are rewards timebound, earned by accumulation, drive.

1. CEI 2017 Criteria ProposalsCriteria CodeCategoryDigital
Review Only?Category AreaCriteriaCriteria DescriptionScoring
GuidanceScoreAdditional Evidence to LogA -
PersonalisationA1PersonalisationYesPersonalisationCustomisati
on of Digital ExperienceDoes the home page reflect the
personal / preference data provided by the customer?
Does the retailer / CP brand customise / modify the customer's
home page to reflect their individual preferences?
Does the retailer / CP brand provide self-service facility for the
customer to modify their home page so as to reflect their own
preferences?
Determine the degree of customisation available.
Is the retailer / CP brand proactive in contacting new customers
to secure personal / preference data?
(i) Email
(ii) App
(iii) Message on personal profile page (online)
0 - No personal / preference data is discernible in any digital
channel even after authentication.
1 - There is no facility for the customer to modify / customise
the home page.
2 - Personalisation occurs in at least one digital channel (with
authentication as appropriate) but is limited to name such as
"Welcome back Name" in the banner. Product content and
marketing messages do not reflect any personal / preference
data already provided by the customer.
3 - Personalisation occurs in at least one digital channel (with
authentication), including name and product content etc.
Personalised search pages and marketing messages appear in
certain areas of the home page. The format and content is driven
by the retailer / CP brand.
4 - Personalisation occurs in at least one digital channel (with
authentication), including name and product content etc.

2. Personalised search pages and marketing messages appear on
the home page. The format and content can be modified by the
customer in a self-service manner.4
Feedback:A2PersonalisationYesPersonalisationApp
personalizationAbility to tailor the retailer / CP brand's App in
meaningful ways.Yes: Some evidence of a customer-
configurable App exists, such as the ability to specify which
categories appear at the top or on the featured pages, how often
to receive notifications, or have the App behave in a manner
you specify.
No: The retailer / CP brand's App cannot be personalized in any
material way, or the retailer / CP brand doesn't have an App.
The only capability the App has would be system settings such
as to share location
information.YesA3PersonalisationYesRewardsIntegrated
Loyalty ProgramDetermine whether loyalty program is cross-
channel.
Determine how loyalty program is hosted: e.g. mobile app,
physical loyalty card etc.
Determine loyalty program model: points per spend or broader
value exchange throughout shopping process: lifestyle /
collaboration / gamification.
Determine rewards offered: savings, gift cards, vouchers,
access to select services / benefits, preferential rates for tickets
/ events / experiences etc.
Determine rewards qualification: are rewards timebound, earned
by accumulation, driven by thresholds
Determine degree of cross-channel self-service: can customers
can check loyalty status, redeem offers / discounts / rewards in
any channel0 - No evidence of a loyalty program exists and no
apparent differentiated treatment of loyal shoppers
1- Evidence of loyalty program exists, but no ability to redeem
or check points/status/rewards measures in a self-service
manner (e.g. no online status check, no loyalty app, etc.)
2- Evidence of loyalty program exists, and customer ability to
redeem or check points/status/reward measures in a self-service

3. manner spanning at least two channels (i.e. web, mobile, App,
Kiosk, etc.)
3 - Evidence of Loyalty Program, and customer ability to
redeem or check points/status/reward measures in a self-service
manner spanning at least two channels. Loyalty offers are
generated proactively (e.g. individualized vouchers) based on
cookie or log-in data.
4 - Evidence of Loyalty Program, and customer ability to
redeem or check points/status/reward measures in a self-service
manner spanning at least two channels. Loyalty offers are
generated proactively (e.g. individualized vouchers) based on
cookie or log-in data. Customer can also redeem loyalty
benefits against partner
programsA4PersonalisationYesRewardsRewards / loyalty
personalizationAbility to select the form of the reward.
Flexible rewards or loyalty program tailored by the
customer.Yes: Some evidence of a customer specified rewards
option, where the user can select the form of the reward and/or
cause for the reward. Examples might include getting to choose
among gifts for achieving a loyalty status, or choosing between
product discounts or free shipping as preferred reward.
No: No loyalty or rewards program evident, or simply a "buy
more, get more" reward structure without ability to personalize.
A5PersonalisationYesMarketingCross-Channel Personalised
Marketing MessagesDoes the retailer / CP brand leverage
customer's personal / preference data to generate contextual
marketing messages tailored to individual needs and wants?
Does the retailer / CP brand generate timely, relevant, location
sensitive, digital cross-channel messages?
Note: Shoppers should measure the best example of marketing
messages received: online, instore, e-mail, text etc. 0 - There
are formatting errors and spelling mistakes in the marketing
material.
1 - The retailer / CP brand only offers generic messages based
on e.g. name, geography or gender alone. This basic, simplistic
approach falls short of really knowing the customer and

4. delivering a personalised marketing message.
2 - The retailer / CP brand provides relevant, personalised
product and content recommendations / messages.
3 - The retailer / CP brand consistently provides relevant and
timely content that generates a meaningful brand interaction.
The customer can interact with the retailer / CP brand in real
time and reveal their shopping intent; enabling the retailer / CP
brand to further enhance their marketing activities: the right
message, to the right person, at the right time
4 - The retailer / CP brand creates the opportunity for the
customer to become interested in other items or explore the
wider catalogue of products or services as part of the
personalised marketing messages.Marketing messages add value
in the decision-making
process.A6PersonalisationYesPersonalisationPreference
CentreMy Account': cross-channel access to Preference Centre,
self-service ability to maintain integrity & accuracy of data
Personal Information
Payment / Billing
Communication / Messaging / Contact
Location Based Services
Dietary Requirements
Size, colour, style preferences
Product / Services catalog preferences
Transparency of data security measures; degree of confidence in
how data will be used and how customer will be rewarded for
sharing 0 - No preferences established beyond e-mail address,
shipping address book, and payment types
1 - Customer can provide some simple preferences, but
preferences apply to e-mail marketing messages only.
2 - Customer can provide preferences which span web, mobile
app, and marketing messages. It is clearly explained the benefits
the customer will be entitled to when sharing additional
preference data.
3 - Customer can provide preferences supporting product /
service attributes. Security measures to protect customer data

5. are transparent. The customer is free to remove / amend
personal / preference data at any time.
4 - Customer can provide additional preference data in free-
form (type whatever they want into a data field) and the
shopping experience adapts to feature /display all preference
data shared and/or preferences extend to store and call centre
operation.A7PersonalisationYesPersonalisationPersona self-
identificationAbility to express oneself into self-selected
segments, such as by indicating who one admires, wishes to
dress like, aspires to own, etc.
This facility will enable customers to get better product /
service recommendations etc. by providing additional
preference data that the retailer's systems can analyze and
leverage. Yes: Evidence of the ability to provide lifestyle
preferences is provided
No: No evidence of the ability to provide lifestyle preferences
is provided
B - Digital ExperienceB1Digital ExperienceYesWebShop
Service ExperienceService ChatRate the Service Chat function
provided by the retailer / CP brand to address customer
requests.
0 - There is no service-chat facility available from the online
shop.
1 - A service-chat facility can be accessed from the online shop.
The chat is limited to text-only communication. The service is
not clearly advertised.
2 - A service chat facility can be accessed from the online shop.
The chat is limited to text / audio only. The service is not
clearly advertised.
3 - A service chat facility can be accessed from the online shop.
The chat is limited to text / audio only. The service is clearly
advertised.
4 - A service chat facility can be accessed from the online shop.
The chat has video / audio and text functionality (Kindle Fire

6. Mayday model). The service is clearly advertised and simple to
use. B2Digital ExperienceYesWebShop Service QualityRate the
WebShop FunctionalityAssessment of WebShop functionality:
(i) Clear & simple navigational menu with hierarchical product
categories
(ii) Rollover cursor functionality to reduce the number of clicks
required to locate desired product. Product can be found in less
that four clicks.
(iii) Clear & extensive product descriptions
(iv) Good quality product photos with 360° rotation, image
zoom and thumbnails
(v) Demo videos to enable consumers to familiarize themselves
with products. Detailed visualizations showing the key product
features
(vi) User-generated reviews presented on product page
(vii) Comprehensive FAQs and responsive Help options
(viii) Choice of payment methods / options including integrated
payment gateways like PayPal
(ix) Tracking option for customer orders
(x) Social media (sharing) buttons
(xi) A wish-list gives customers the opportunity to store all of
the products that they like in one place.
(xii) Capability to generate user-interactions for example
allowing user to upload photos to share on website0 - The
WebShop experience is poor. The online shop only offers very
basic functionality; it is neither intuitive nor user-friendly.
1 - The WebShop experience is adequate; at least three of the
criteria are met.
2 - The WebShop experience is good; at least five of the criteria
are met
3 - The WebShop experience is very good; at least seven of the
criteria are met
4 - The WebShop experience is excellent; at least nine of the
criteria are met1B3Digital ExperienceYesWebShop Service
QualityRate the WebShop Search FunctionalityDoes the search
function deliver the right results?0 - No Search function

7. available
1 - Search function available but showing wrong results
2 - Search function available showing right results for explicit
products. Filter functionality is available, but limited in
function.
3 - Search function available showing matching results for
generic and explicit products. Auto-completion (type ahead)
offered in search function. Filter functionality is available,
enabling customers to refine the parameters of their search.
4 - Search function available showing matching results for
generic and explicit product. Auto-completion (type ahead) and
cross-selling offers provided in search function. Filter
functionality is available, enabling customers to refine the
parameters of their search. Cognitive and natural language
search capabilities demonstrated; the search function can
'understand intent' (research versus purchase).B4Digital
ExperienceYesWebShop Service QualityCoping with Spelling
MistakesCan the search function cope with spelling mistakes?
Yes - The search function is capable of dealing with spelling
mistakes and still provides additional content-relevant
information
No - The search function cannot cope with spelling mistakes,
customer does not received relevant suggestions. B5Digital
ExperienceYesWebShop Service QualityRate the WebShop
Product Comparison FunctionalityAbility to compare product
functions, specifications, price etc.0 - No discernible product
comparison feature found on the site
1 - The WebShop offers a product comparison function;
however the facility covers a very limited range of products
and/or provides comparison of a fixed selection of attributes
only.
2 - The WebShop offers a product comparison function; the
majority of products can be compared and the consumer can
select which attributes they want to compare.
3 - The WebShop offers a product comparison function which is
intuitive and user-friendly; the majority of products can be

8. compared and the consumer can select which attributes they
want to compare.
4 - As above. The retailer / CP brand also offers innovative
value-add functionality including choice between tabular results
or lists, 'show differences' button and ready-configured range
comparison pages.
B6Digital ExperienceYesOmnichannel Capability
QualityAvailability & access to customer-generated
omnichannel reviewsAbility to view ratings and reviews, or
other similar consumer generated content in physical and digital
channels.
(i) Online
(ii) App
(iii) Call center
(iv) Social Media
(v) Store0 - Reviews aren't available on any channel
1 - Reviews are available on one channel
2 - Reviews are available on two channels
3 - Review are available on three channels
4 - Reviews are available on four or more channels
B7Digital ExperienceYesSocial Media QualityProduct
Publication via Social MediaCan the customer publish products
directly from the product details page via a social media
integration?
Note: Mystery Shoppers can use Facebook Like, Pinterest Pin,
or equivalent to publish.Yes: The customer can publish products
directly from the product details page via a social media
integration
No: The customer cannot publish products directly from the
product details page via a social media integrationC- Omni-
Channel Capabilities - Supply Chain DataC1Omni-Channel
Capabilities - Supply Chain DataYesSupply Chain Data
AccessibilityAccuracy of product availability promise data for
Home DeliveryCan the retailer / CP brand guarantee availability
of item(s) ordered for Home Delivery from the Online shop

9. where the product is marked as in stock?
Note: This criteria is focused on the Availability to Promise
regardless of whether the order is shipped from depot or store.
Yes - In stock products ordered from the Online shop are
available and are shipped to the customer in line with published
Home Delivery schedules.
No - Products ordered from the Online shop which are marked
as in stock are not in fact available. Shipment to the customer is
delayed, outside published Home Delivery schedules.
C2Omni-Channel Capabilities - Supply Chain DataNoSupply
Chain Data AccessibilityNearest store location where product is
availableCan the retailer / CP brand inform the customer of the
nearest store location where their product is available to
purchase?
Channels to check: Online, Mobile and Call Center0 - The
retailer / CP brand cannot provide the customer with the nearest
store location / (or if CP) retailer where their product can be
purchased.
1 - The retailer can provide the customer with the location of
the closest store / (or if CP) retailer where their product is in
stock; however the data is only available in one channel.
2 - The retailer can provide the customer with the location of
the closest store / (or if CP) retailer where their product is in
stock. The data is available in two channels.
3 - The retailer can provide the customer with the location of
the closest store / (or if CP) retailer where their product is in
stock. The data is available in all three channels.
4 - The retailer can provide the customer with the location of
the closest store / (or if CP) retailer where their product is in
stock. The data is available in all three channels. The retailer
allows the customer to request a "hold" or "put it aside for
me".C3Omni-Channel Capabilities - Supply Chain
DataYesSupply Chain Data Quality & TransparencyInventory
Transparency, Accuracy and ConsistencyRate the transparency,

10. accuracy and consistency of inventory data across different
channels? Can the customer have confidence in the stock
inventory data that is published in each channel?0 - Inventory
data is not accessible for the customer in every channel. There
are discrepancies between the stock inventory data published in
different channels.
1 - Inventory data is not accessible for the customer in every
channel. The stock inventory data published is consistent across
all channels.
2 - Inventory data is accessible for the customer in every
channel. The stock inventory data published is consistent across
all channels. Product availability information is limited to in
stock / out of stock only.
3 - Inventory data is accessible for the customer in every
channel. The stock inventory data published is consistent across
all channels. Product availability information is presented as
high/medium/low. In the case of products that are out of stock,
customers are alerted to the nearest store location in which the
product is available (see note).
4 - Inventory data is accessible for the customer in every
channel. The stock inventory data published is consistent across
all channels. Product availability information is presented as
high/medium/low or alternatively as unit values (i.e. there are
ten items of a particular product in stock). For out of stock
items the expected future availability date is also displayed. In
the case of products that are out of stock, customers are alerted
to the nearest store location in which the product is available
(see note). D - Omni-Channel Capabilities - Physical/Digital
IntegrationD1Omni-Channel Capabilities - Physical/Digital
IntegrationYesHome DeliveryExpress Delivery (less than 24
hours) from the Online ShopDoes the retailer / CP brand offer
an Express Delivery service to the customer's home location?
Note: If the Express Delivery is not available for you, do online
research (i.e. check the FAQs and Help section) to find out if
it's available in other cities. 0 - No Express Delivery service is

11. available
1 - Express Delivery is available but takes more than 24 hours
2 - Express Delivery is available but takes between 4 and 24
hours
3 - Express Delivery is available and takes between 2 and 4
hours
4 - Express Delivery is available and takes less than 2
hoursD2Omni-Channel Capabilities - Physical/Digital
IntegrationYesHome DeliverySpecification of Delivery Day &
TimeCan the customer chose a preferred day and time slot for
their delivery?
Note: If the Specification of Delivery Day & Time is not
available for you, do online research to find out if its available
in other cities. 0 - Preferred delivery date / timeslot request
facility is not offered.
1 - Preferred delivery date only can be specified. There is no
facility to specify preferred timeslot; the customer will have to
wait in all day for their delivery.
2 - Both preferred delivery date and timeslot can be specified by
the customer; however timeslots offered are limited to broad
ranges (morning, afternoon, evening)
3 - Preferred delivery date / timeslot specification facility
available. Each timeslot segment is longer that 2 hrs.
4 - Preferred delivery timeslot request facility available.
Timeslots are offered in hourly segments.D3Omni-Channel
Capabilities - Physical/Digital IntegrationYesRewardsLoyalty
Based Shipping OptionsDoes the retailer / CP brand offer
shipping incentives based upon loyalty status or paid programs
such as Amazon Prime?0 - The retailer / CP brand offers only
standard shipping options, or shipping promotions are not tied
to any paid program, status, or basket value.
1 - The retailer / CP brand does offer shipping perks, such as
free shipping or expedited shipping upgrade at no more cost, but
only based upon the spend value of the order.
2 - The retailer / CP brand does offer shipping perks, such as

12. free shipping or expedited shipping upgrade at no more cost, but
must be based upon a paid program such as Amazon Prime or a
club membership.
3 - The retailer / CP brand does offer shipping perks, such as
free shipping or expedited shipping upgrade at no more cost.
Qualification is based on loyalty status such as lifetime spend
rather than individual transaction amounts.
4 - The retailer / CP brand does offer shipping perks, such as
free shipping or expedited shipping upgrade at no more cost.
The shipping perks are available to everyone; there are no
special qualifications required to benefit from the
scheme.D4Omni-Channel Capabilities - Physical/Digital
IntegrationYesSupply Chain Data AccessibilityX Channel Order
Status: Accessibility Determine whether the Order Status is
available in all channels:
(i) Online
(ii) Call Center
(iii) Mobile / App
(iv) Store
(v) Social Media0 - The customer cannot access order status
information on any channel
1 - Order Status is only available on 1 channel
2 - Order Status is available on 2 channels
3 - Order Status is available on 3 channels
4 - Order Status is available on 4 or more channelsD5Omni-
Channel Capabilities - Physical/Digital IntegrationYesSupply
Chain Data Quality & TransparencyX Channel Order Status:
QualityMeasure the quality of the order status in the 'best'
channel, where the order status is the most granular.0 - The
customer cannot access order status information on any channel.
1 - The best channel provides the customer with basic order
status information. Delivery data is limited to 'order shipped',
'order not shipped" etc.
2 - The best channel provides the customer with more detailed
order status information. Delivery data is more comprehensive
including dates, times and names for each stage of the delivery

13. process. Delivery information only appears more than 24 hours
after the order has been placed.
3 - The best channel provides the customer with more detailed
order status information. Additionally the customer can see the
anticipated next steps included expected delivery date/time.
Delivery information appears less than 24 hours after the order
has been placed.
4 - The customer has complete access to real time, end-2-end
order status data. The progress of the delivery vehicle can be
seen by the customer in real time on an interactive map. (The
information about the order status is based on actual, real time
GPS data)D6Omni-Channel Capabilities - Physical/Digital
IntegrationYesHome DeliveryHome Delivery:
ExperienceAssessment of the Home Delivery service:
(i) The delivery arrived on the correct day during the requested
timeslot
(ii) The courier sent updates to the customer (via SMS / MMS)
to advise on progress and expected time of delivery. The
customer was able to check progress remotely using their own
mobile device.
(iii) The courier was a good brand ambassador, friendly, helpful
and providing great customer service
(iv) The order was delivered in good condition. The packaging
and product was undamaged.
(v) Where necessary the courier was knowledgeable in regards
to the returns process for unwanted / damaged items in the
customer's order and was able to advise.
(vi) The process for accepting and signing for the deliver was
quick and easy to understand. The courier was armed with a
mobile device to capture the customer's signature.0 - The Home
Delivery experience was poor; none of the assessed criteria are
fulfilled
1 - The Home Delivery experience is adequate; one of the
criteria is met
2 - The Home Delivery experience is good; two of the criteria
are met

14. 3 - The Home Delivery experience is very good; three of the
criteria are met
4 - The Home Delivery experience is excellent; four or more of
the criteria are metD7Omni-Channel Capabilities -
Physical/Digital IntegrationYesClick & CollectAvailability for
pick-upPick-up at store / collection point possible in <2
hrs/<1/2 day/same day/up to 2 days0 - No Pick up possible
1 - Pick up of Click & collect products cannot be guaranteed
within day of purchase +2 days.
2 - Pick up of Click & collect products cannot be guaranteed
within day of purchase +1 day.
3 - Pick up of Click & collect products can be guaranteed within
1/2 day after purchase.
4 - Pick up of Click & collect products can be guaranteed in less
than 2 hours after purchase.D8Omni-Channel Capabilities -
Physical/Digital IntegrationYesPersonalisationOmnichannel
Recommendations (Availability)Does the retailer / CP brand use
different channels to provide the customer recommendations
(cross-sells, up-sells, offers, personalized content). Please test
the following channels:
(i) Email (recommendations based upon purchases)
(ii) Online shop (you may also like recommendations, etc.)
(iii) Mobile App (push notification based on history or while
entering the store)
(iv) Store Devices (kiosk, interactive display, etc.), provided
recommendations are personalized to you and not just "on sale
this week" notifications0 - Recommendations aren't available in
any channel
1 - Recommendations are only available in one channel
2 - Recommendations are available in two channels.
3 - Recommendations are available in three channels.
4 - Recommendations are available in all channels.D9Omni-
Channel Capabilities - Physical/Digital
IntegrationYesPersonalisationOmnichannel Recommendations
(Quality)Measure the quality of the recommendations in the
channel, where the recommendation are the most personalized.

15. 0 - The best channel does not offer any kind of recommendation
functionality
1 - The best channel offers recommendations, but only based on
the shopping behaviour of other customers (other customers also
bought etc.).
2 - The best channel offers recommendations based previously
purchased products (you may also like etc.)
3 - The best channel offers recommendations based on the
customer's own preferences, shopping or browsing behaviour.
4 - The best channel offers proactive recommendations or
vouchers based on the customer's own preferences, shopping or
browsing behaviour and social media posts. Recommendations
can also be based on location (e.g. entering a store). D10Omni-
Channel Capabilities - Physical/Digital IntegrationNoPricing
Integrity & FlexibilityPrice transparency of on- and offline
pricesi) On- and offline prices are identical.
Where delivery fees apply (online) they are made transparent at
any point of the order process
ii) Explicit price differences are explained and are therefore
transparent to the customer.
Were there any instances where there were unexpected /
unexplained price differences between channels?0 - Prices are
different between channels and no ability to get best price other
than doing a return.
1 - Prices are same and/or retailer we honor best price between
channels
2 - Pricing and promotions are the same and/or retailer will
honor best price and promotion across channels (where
promotions make sense... e.g. ignore free shipping in store)
3 - Pricing and promotion matching strategy - will match other
retailer or distribution channel pricing for same item.
4 - Best price strategy - will match and discount an additional %
(at least 10%) for other retailers / distributors.
D11Omni-Channel Capabilities - Physical/Digital

16. IntegrationYesReturn & ExchangeReturn & Exchange Facility
Offered: Store or Secondary LocationFacility to return /
exchange articles ordered online either in the store or in a
secondary location (Post Office, Partner collection site, Lockers
etc.)Yes: Products purchased online can be returned and
exchanged either in store or in a secondary location
No: Products purchased online cannot be exchanged and/or
returned at storeD12Omni-Channel Capabilities -
Physical/Digital IntegrationNoReturn & ExchangeOnline Return
& Exchange Facility for those products purchased in
storeReturn products online (via mail delivery or carrier
collection) which were bought in bricks & mortar storesYes: It
is possible to return products online that were purchased in the
bricks & mortar stores (by delivery)
No: It is not possible to return products online that were
purchased in the bricks & mortar stores (by delivery)D13Omni-
Channel Capabilities - Physical/Digital IntegrationYesCall
CenterSelling capabilitiesCall center agents recommending
products, advising on promotions, upselling and cross-selling0 -
Call center agent was not able to take an order and did not
attempt to cross sell or upsell
1 - Call center agent only proceeded with taking the order
2 - Call center agent took the order. When quizzed by the
customer the agent was able to react and engage in selling
conversation (confirming benefits, product qualities, features
etc.).
3 - Call center agent took the order. The agent proactively
engaged in selling conversation and was knowledgeable about
current promotions.
4 - Call center agent took the order, advised on promotions and
proactively recommended other products i.e. through upselling
and cross-sellingD14Omni-Channel Capabilities -
Physical/Digital IntegrationYesCall CenterPersonalising online
customer experiences through proactive supportTo what extent
can the Call Center Agent leverage customer data to personalise
the shopping experience through proactive support0 - The call

17. center agent cannot access customer account details even when
the customer's account number (or other key identifier such as
phone number or email address) has been provided.
1 - The call center agent can access customer account details
such as name, address, prior orders. The call center agent
cannot access customer loyalty information or preference data.
2 - The call center agent can access customer account details.
The call center agent can see aggregated cross-channel order
history and loyalty data linked to the customer's account
number. There is no access to preference data.
3 - The call center agent can access the full spectrum of
customer data. The call center agent applies these insights in the
interaction.
4 - The call center agent can access the full spectrum of
customer data. The call center agent leverages this data
extensively during the interaction to provide personalised offers
(e.g. targeted cross/up sells, unique offers aligned to
preferences). D15Omni-Channel Capabilities - Physical/Digital
IntegrationYesHelp FunctionResponsive HelpHow responsive is
the retailer / CP brand's Help function? What choices are
provided for customers to contact the retailer / CP brand and get
help to resolve issues, queries and complaints?0 - The retailer /
CP brand's Help function is limited to FAQs; customers cannot
contact the retailer / CP brand's Help function by phone.
1 - The retailer / CP brand provides an extensive and
comprehensive FAQs service. Customers can contact the retailer
/ CP brand's Help function by phone. There is only one line and
coverage is not 24/7. The Help agent cannot effectively satisfy
the customer's issue.
2 - The retailer / CP brand provides a 24/7 Help Desk service
with an automated queue management system. Customers can
contact the retailer / CP brand by phone, email, direct
messaging or post.
3 - The retailer / CP brand provides a 24/7 Help Desk service.
There are dedicated lines for different departments / functions
ensuring customers are put through to Help Agent experts.

18. Local / free rates charged for phone contacts.
4 - The retailer / CP brand provides a call back service to
prevent customers having to wait on the phone in a queue
during peak times. The retailer / CP brand monitors and reacts
to customer queries, issues and complaints on Social Media,
providing timely responses 24/7.D16Omni-Channel Capabilities
- Physical/Digital IntegrationYesHelp FunctionX Channel
Customer ServiceAssess whether the customer is able to move
between channels during a service request without having to
repeat the details of their request. All channels can access the
customer's request record.
E.g.1) Customer contacts the retailer / CP brand via chat about
a problem, has to leave the chat suddenly, then contacts the call
center, which should know about the mentioned problem and
pick up the incident.
E.g. 2) Call the call center, start an incident, then go to
customer service in store to see if they can pull it up to get
information / complete.Yes: Customers can switch between
service channels on the same service request
No: Consumers cannot switch between service channels on the
same service requestD17Omni-Channel Capabilities -
Physical/Digital IntegrationNoX-Channel ServiceX Channel
Shopping AdvisorDoes the retailer / CP brand offer a cross
channel facility to book personal shopping advisor appointments
in store? Does the retailer / CP brand also offer installation
services for white goods, kitchens etc.? Rate how effective,
flexible and user friendly the booking service is.0 - The retailer
/ CP brand does not offer the customer any facility to book
either service appointments in store or installations in the home.
1 - The customer can book service appointments in store or
installations at home but there is no established process /
technology supporting these requests. Customers are limited to
contacting the store by phone and arranging the appointment
with the appropriate store associate.
2 - The retailer / CP brand offers a cross channel facility to
book service appointments (e.g. personal shopping advisor) in

19. store and installation services in the home. The customer is
unable to set any preferences in advance and the shopping
advisor therefore doesn't know their preferences / shopping
intention in advance.
3 - The retailer / CP brand offers a cross channel facility to
book service appointments (e.g. personal shopping advisor) in
store and installation services in the home. The customer is able
to set personal preferences in advance.
4 - The retailer / CP brand offers a cross channel facility to
book service appointments (e.g. personal shopping advisor) in
store and installation services in the home. The customer is able
to set personal preferences in advance, but the personal
shopping advisor can also access the customer's preferences and
transactions / behaviour history and determine the shopping
intention based on intelligent data analysis E - Social
MediaE1Social MediaYesSocial Media QualitySocial Media
PresenceSocial communication channels are for example:
(i) Facebook
(ii) Google+
(iii) YouTube
(iv) Twitter
(v) Forum
(vi) Pinterest
(vii) Blog
(viii) Instagram etc.0 - The retailer / CP brand has no Social
Media presence.
1 - The retailer / CP brand is active in one social media
communication channel.
2 - The retailer / CP brand is active in two social media
communication channels.
3 - The retailer / CP brand is active in three social media
communication channels.
4 - The retailer / CP brand is active in at leat four social media
communication channels. E2Social MediaYesSocial Media
ExperienceRate the Social Media experience for the
customerDetermine the sophistication of the Social Media

20. experience:
(i) Real-time support center; coverage 24/7 to cater for
international customers.
(ii) Showcasing of new products, ranges & initiatives
(iii) Promote events, sales and community causes
(iv) Rewarding & recognition of loyal customers
(v) Gamification: Contests, competitions and prizes
(vi) Opportunity to contribute: feedback, pulse surveys,
comments, new initiatives, product development and the
uploading of user generated content including photos
showcasing the brand's products / services.
(vii) Social as a sales channel: what different sales models are
supported?
(viii) Non-promotional company information: CSR performance,
commentary on issues that are important to customer ethics and
lifestyle
(ix) Relevant & frequently updated content
(x) Customer service: effective, speedy, personal, empathetic
responses.
(xi) User experience: bright, colourful, video, pictures, minimal
text, optimised for mobile
(xii) The customer can ask (product) questions to a Social
Media community (directly from product details page).0 - The
Social Media experience is poor; only two of the criteria are
offered.
1 - The Social Media experience is adequate; only three of the
criteria are offered.
2 - The Social Media experience is good; five of the criteria are
offered.
3 - The Social Media experience is very good; at least seven of
the criteria are offered.
4 - The Social Media experience is excellent; more than seven
of the criteria are offered. E3Social MediaYesSocial Media
QualitySocial Media response timesMeasure response time to
customer requests / inquiries in Facebook and Twitter - but only
take the one with faster response times 0 - The retailer / CP

21. brand takes longer than 48 hours or does not respond at all in
the fastest channel. The retailer / CP brand does not provide
24/7 support coverage for social media channels.
1 - The retailer / CP brand takes between 24-48 hours to
respond to a customer's query in the fastest channel. The
retailer / CP brand does not provide 24/7 support coverage for
social media channels.
2 - The retailer / CP brand takes <24 hours to respond to a
customer's query in the fastest channel. The retailer / CP brand
provides 24/7 support coverage for social media channels.
3 - The retailer / CP brand takes <2 hours to respond to a
customer's query (near-time). The retailer / CP brand provides
24/7 support coverage for social media channels.
4 - The retailer / CP brand takes <1 hour to respond to a
customer's query (real-time). The retailer / CP brand provides
24/7 support coverage for social media channels.E4Social
MediaYesSocial Media ExperienceSocial LoginDoes the retailer
/ CP brand offer customers the opportunity to set up new user
accounts using social login (social sign-in)? Can the customer
use existing information from social media accounts (Facebook,
Twitter, Google+ etc.) to sign into a retailer / CP brand's
website instead of creating a new login account specifically for
that website.Yes: The customer can set up new user accounts
using social login (social sign-in)?
No: The customer cannot set up new user accounts using social
login (social sign-in)? E5Social MediaYesSocial Media
ExperienceSocial Media ShopDoes the retailer / CP brand offer
customers the opportunity to shop via Social Media? 0 - The
retailer / CP brand doesn't offer the opportunity to shop via
Social Media.
1 - Customers are redirected to the product page on the retailer /
CP brand's online / mobile shop via a link from the Social
Media channel.
2 - The retailer / CP brand offers shopping facilities via the
Social Media channel. Customers can browse product pages
(descriptions, specifications, reviews etc.) and add items to

22. their cart. The 'Buy Now' button redirects the customer to the
online / mobile shop so that the transaction can be processed.
3 - The retailer / CP brand offers a fully integrated Social
Media shop with all the security and functionality associated
with their online / mobile shops.
4 - Customers can set-up their own shop / product range within
the retailer / CP brand's Social Media channel and earn
commission on generated sales.E6Social
MediaYesPersonalisationCorporate Social Responsibility
TransparencyAbility for the customer to access and assess the
retailer / CP brand's / CP brand's Corporate Social
Responsibility performance data . 0 - The retailer / CP brand /
CP brand offers no access to CSR performance data.
1- The retailer / CP brand / CP brand offers access to limited
CSR performance data. Data is limited to standard CSR annual
report information and cannot be interrogated according to the
customer's expectations. Links to CSR data are not clearly
displayed and the data is difficult to find.
2- The retailer / CP brand / CP brand offers access to high-level
CSR performance data. Customer can perform limited drill
down to analyse CSR performance. Links to CSR data are
clearly displayed and easy to navigate.
3 - The retailer / CP brand / CP brand offers access to CSR
performance data in selected areas of the Supply Chain. The
customer can drill down into this subset of data and discover
examples of responsible / sustainable production.
4 - The retailer / CP brand / CP brand offers full access to CSR
performance data in all areas of the Supply Chain. CSR links
are interactive allowing the customer to drill down into data at
the product level to assess how responsibly / sustainably their
intended puchase is produced.E7Social
MediaYesPersonalisationCo-creation, collaboration &
participationAbility to opt in or elect to share opinions on
products created / offered, such as new looks / fashion in
apparel, new ingredients / recipes in grocery, new toys, etc.
The ability to share may require achievement of a certain

23. loyalty status to "earn" the right for input.0 - No evidence of the
ability to provide specific product input or co-creation,
excluding a general "contact us" customer service function
1- Some evidence of the ability to contribute to the selection of
assortments or products, but done as a rare or one-time event
(e.g. annual fashion show) of the retailer / CP brands time and
choosing only.
2- Evidence of the ability to contribute to the selection of
assortments or products, but done around an upcoming new
season or set schedule (e.g. quarterly), again largely of the
retailer / CP brands time and choosing. There is no real reward
or recognition for the customer's contribution.
3 - Evidence of the ability to contribute to the selection of
assortments or products, with a continual ability to view and
provide input based upon the customer's inclination, time and
choosing. The retailer / CP brand actively rewards and
publicises the customer's contribution.
4 - The customer can request specific modifications /
customisations to products in order to personalised purchases to
their individual tastes. F- Mobile ExperienceF1Mobile
ExperienceYesMobile Service QualityRate the mobile
experience for the customerDetermine the sophistication of the
mobile offering (mobile app or responsive mobile site) while
the following are considered:
Standard functionality examples:
(i) Responsive design: product display, size of buttons and
clickable areas
(ii) Mobile app for shopping / transactions: add to basket,
ordering and basic mobile payment options
(iii) Research on smartphones
(iv) Speed matters: a mobile site’s performance (page loading
speed etc.) is vitally important
Innovative functionality examples:
(i) Advanced payment options: e-wallets, tap to pay, NFC,

24. Apple pay etc.
(ii) Optimised layout & navigation, path to purchase simple,
decluttering the mobile user experience, prioritised content
(iii) Location-based functions: GPS Tracking of my order, Store
Finder via GPS Function, footfall tracker, interactive maps and
Location based marketing
(iv) Innovative design features: intuitive on-page icons,
minimal text, user reviews, wish lists and designed for touch
(v) Personal assistant service: purchase goods and services
through conversation
(vi) Social sharing including the ability to upload images to the
brand's Social Media channels.
(vii) QR Scanner: QR codes, e-coupons
(viii) Device-exclusive content: leverage Mobile specific
features like tap to call etc.
(ix) Service Chat through App
0 - The retailer / CP brand does not have a Mobile Offering.
1 - The retailer / CP brand has a Mobile Offering, but it's not:
optimised, user friendly, intuitive and doesn't offer all standard
functionalities. Experience is poor.
2 - The retailer / CP brand has a Mobile Offering with standard
functionality, features and navigation (user friendly and
intuitive).
3 - The Mobile Offering offers all standard functionalities,
features & navigation. There are a variety of innovative
functionalities offered. At least four of the innovative functions
are provided.
4 - The Mobile Offering offers all standard functionalities,
features & navigation. There are a variety of innovative
functionalities offered. At least six of the innovative functions
are provided. F2Mobile ExperienceYesPersonalisation360°
customer viewThe Customer can call up customer account &
preference details via the mobile app.0 - Customers cannot
access customer account details through the mobile app (e.g.
birth date, email address), even when logged in.
1 - Customers can access customer account details, but cannot

25. view preference data; e.g. shopping history through all channels
(store, online). There is no facility to manage account details
via the mobile app.
2 - Customers can access customer account details, but cannot
view preference data. Customers can amend / manage account
details via the mobile app.
3 - Customers can access customer account details. There is also
access to customer preference data (e.g. shopping history,
online + store). Customers can manage account details and
update their preferences via the mobile app.
4 - Customers can access and manage both customer account
details and preferences. They can also view their previous
browsing history, recently viewed items etc.F3Mobile
ExperienceYesMobile First ModelAvailability of a Smart
Watch/ other wearable ApplicationDoes the retailer / CP brand
offer a Smart Watch or other wearable device (e.g. Glasses)
application?
Yes: Smart watch or other wearable device application is
available
No: Smart watch or other wearable device application is not
availableF4Mobile ExperienceNoMobile Service QualityStore
finder (via GPS)GPS-based indication on mobile app/mobile
website where to find the nearest store0 - The retailer / CP
brand does not have a GPS store finder capability.
1 - The retailer / CP brand does have a GPS store finder
capability. The store location is displayed on a static map in
relation to the user's own location. The user has to work out
their own route to the retailer / CP brand's store. No information
is provided in regards to the services provided at the nearest
store.
2 - The retailer / CP brand does have a GPS store finder
capability. The store location is displayed on an interactive map
in relation to the user's own location. The GPS function
automatically uses geo-location to 'find' the customer. The map
displays the optimal route with directions for the user to follow
to arrive at the store location. Only limited information is

26. provided about the services provided at the nearest store.
3 - The retailer / CP brand does have a GPS store finder
capability. The store location is displayed on an interactive map
in relation to the user's own location. The GPS function
automatically uses geo-location to 'find' the customer and uses
smart & flexible radius functionality to provide store options
for the customer. The map displays the optimal route with
directions for the user to follow to arrive at the store location.
Prioritised but comprehensive information is provided about the
services provided at the nearest store.
4 - As above. Additionally there is a filter function which
allows the customer to select a different store based on the
particular services required. The customer is sent a personalised
incentive to attend the store (timely and relevant). The customer
is offered the facility to book an appointment with an associate
in store using a 'tap to phone' function. The associate will be
waiting to serve them once the customer arrives in store; there
is a proximity alert built into the GPS function.G - Store
ExperienceG1Store ExperienceNoPersonalisation Applied
InsightWelcome / Acknowledgement Program InstoreDoes the
retailer welcome the customer via push notification (activated
by iBeacon), self-service kiosk or any other technology
(e.g.scanning of loyalty card - plastic or mobile-enabled)
(Note - assumes location services is enabled or shopper will
"check-in" in some manner as part of shopping process.)0 - The
retailer demonstrates no ability to recognize the customer as
they enter the store
1 - The retailer recognizes the customer but there is no facility
to "opt out" or bypass
2- The customer can opt out however the retailer only provides
general welcome / store information (no evidence that it's tailor
to the customer)
3 - The customer can opt out. Messages are tailored to the
customer (customer welcomed personally and is provided with
offers tailored to their preferences)
4 - The customer can opt out. Messages are tailored to the

27. customer. The retailer provides a flexible format (at least 2 of
App, kiosk, or any other approach)G2Store ExperienceNoStore
Service QualityIn-store mobile servicesIn-store mobile services
via smartphone, e.g. for customer identification purposes,
information on special offers, map, in-store navigation, virtual
shopping basket, promotions, request service employeeYes:
There are in-store mobile services offered
No: There are no in-store mobile services offered
NOTE: Shopper using their cellular function to tell the store
does not qualify - the retailer / CP brands must recognize the
shopper in the store using Wifi network access or other means
(e.g. ShopKick) to reach out to shopper.G3Store
ExperienceNoStore Service QualityProduct comparison based
on self-defined criteriaFacility to compare two or more products
at the shelf edge based on self-defined criteria, using either
kiosk or (employee) tablet.0 - There is no facility to conduct
product comparisons at the shelf edge based on self-defined
criteria in-store.
1 - Product comparisons can only be made in-store by service
assistants using retailer / CP brand owned media (kiosk,
desktop, mobile device, tablet etc.). The service is not clearly
advertised.
2 - Product comparisons can be made in-store by the customer
but only using retailer / CP brand owned media (kiosk, desktop,
mobile device, tablet etc.). There is no functionality to support
self-defined criteria. The service is clearly advertised.
3 - Product comparisons can be made in-store by the customer
but only using retailer / CP brand owned media (kiosk, desktop,
mobile device, tablet etc.). Customers can define their own
criteria against which product comparisons are made. The
service is clearly advertised.
4 - Self-service product comparisons can be made in-store by
the customer either using their own mobile device (smartphone /
tablet) or using retailer / CP brand owned media (kiosk,
desktop, mobile device, tablet etc.). The service is clearly

28. advertised and easy to access / use.G4Store ExperienceNoStore
Service QualityAdditional product information can be gained by
customerCustomer can gain additional product information,
such as:
(a) Ingredients / Nutrition / Allergies data
(b) Country of Origin,
(c) Complementary / Supplementary / Matching products
Information can be gained in store through:
(i) Digital Kiosk,
(ii) Magic Mirror,
(iii) Augmented Reality apps
(iv) QR codes at shelves.
(v) Endless aisle product data
(vi) Smart Trolleys / Carts
No assistance by staff needed.0 - There are no self-help
facilities to provide customers with access to additional product
information (QR codes, scan & learn kiosk, rating & review
from in store devices, etc. The customer cannot gain additional
product information without store associate assistance.
1 - The customer can gain additional product information in
store but only by accessing web/mobile site using their own
mobile device. The customer must manually find the product
they want to learn more about online.
2 - The customer can gain access to additional product
information not generally available online or outside the store;
such as quantity, locally sourced, or attributes about the
specific item(s) in that store.
3 - The customer can gain access to additional product
information using instore facilities such as: QR codes, Mobile
scanning apps (barcode / photo / tags to obtain ratings/reviews),
digital kiosks / digital displays (interact and learn more),
Endless aisle product data, Smart trolleys / carts.
4 - The customer can gain access to additional product
information using a range of innovative technologies: Magic
Mirrors, Digital Changing Rooms, Augmented Reality apps to
enable self-service learning with minimal "friction" in the

29. experience.G5Store ExperienceNoMobile Service Quality (In
Store)QR Code/Barcode/Item Label scanning with redirection to
the optimised mobile shopDetermine how effectively the retailer
/ CP brand employs QR Code/Barcode/Item Label to provide
customers with a link to the optimised mobile site. How are QR
Codes/Barcodes/Item Labels deployed: on products in store,
externally in advertisements or as part of innovative facilities
(e.g. Wall in the metro)? Do QR Codes/Barcodes/Item Labels
provide a connection between the real world and digital content
on a shopper’s mobile device? Does the retailer / CP brand's app
provide a universal QR code scanning facility; is it compatible
with all QR Codes/Barcodes/Item Labels?0 - There are no QR
codes evident in store. There are no QR codes placed in external
media (advertisements, magazine articles etc.). The customer
cannot gain access to the online shop by scanning a product's
QR Code/Barcode/Item Label.
1 - There are QR Codes/Barcodes evident in store (e.g. shelf
display codes, codes on packaging). The customer is redirected
to the online shop when scanning a QR Code/Barcode/Item
Label either on a product or in a brochure/catalogue/ newspaper
inserts/print media advertising etc.
2 - The customer is redirected to the retailer / CP brand's
optimised mobile site when scanning a QR Code/Barcode/Item
Label either in store or outside. The QR Code/Barcode/Item
Label provides a link to the item's product page; the customer
can access product data and customer reviews to help their
shopping decisions.
3 - The customer is redirected to the retailer / CP brand's
optimised mobile site when scanning a QR Code/Barcode/Item
Label either in store or outside. The QR Code/Barcode/Item
Label provides a link to the item's product page; the customer
can also compare features with similar products, and e-mail
details to social media communities to seek advice. QR
Code/Barcode/Item Label also link directly to coupons and
offers that the customer can redeem.
4 - The customer is redirected to the retailer / CP brand's

30. optimised mobile site when scanning a QR Code/Barcode/Item
Label either in store or outside. The QR Code/Barcode/Item
Label provides a link to the item's product page; the customer
can access store inventory data (quantity, size and color
currently in stock). The retailer / CP brand has integrated QR
Codes/Barcodes into the design of shop window displays,
broadcast media/commercials, wall in the metro, dynamic
advertising poster in public place etc.G6Store
ExperienceNoStore Service ExperienceComprehensive range of
payment devices and payment methodsDetermine what is
possible:
(i) classical payment at checkout: cash, debit, credit
(ii) classical payment at either checkouts, scan & pay terminal
or self-service kiosk
(iii) classical payment at retailer / CP brand-owned mobile
device
(iv) mobile payment at customer-owned mobile device:
smartphone, tablet, mobile wallet, contactless pay
(v) Innovative payment solutions: cryptocurrencies, smartwatch
payment NFC, contactless payment, MST (magnetic secure
transmission), Mobile payment apps: Apple Pay, Pay Point,
PaybyPhone, EMV cards
0 - Payment can only be made through checkouts using classical
payment methods (cash, debit, credit card)
1 - Payment can be made using either checkouts, scan & pay
terminal or self-service kiosks. All applicable forms of classical
payment / tender are accepted.
2 - Payment can be made using retailer / CP brand owned
mobile device. All applicable forms of classical payment /
tender are accepted.
3 - Payment can be made additionally on customer owned
mobile devices (smartphone, tablet, mobile wallet etc.). All
applicable forms of payment / tender are accepted.
4 - Payment can be made using innovative technologies:
cryptocurrencies, NFC contactless smartphone payments, MST,
EMV cards and Mobile Payment apps: Apple Pay, Pay Point,

31. PaybyPhoneG7Store ExperienceNoPricing Integrity &
Flexibility RewardsUpselling with personalised vouchersAbility
to generate a voucher as part of the sales process in an
individual manner, means dependent on shopped items or
browsing or customer history.
The focus should be on the personalization of the voucher. It
doesn't have to be a price reduction. Yes: Personalized voucher
is generated online or offline included as part of the standard
sales process e.g. printed on receipt or within email or app
notification. The personalization can be personalized discount,
offer, message, or content.
No: No personalized voucher is providedG8Store
ExperienceNoStore Service ExperienceQueue busting with
retailer / CP brand's deviceDetermine whether:
Either i) articles can be scanned at retailer / CP brand's device
directly on the shop floor (e.g. employee tablet) and queuing up
is only required for payment
Or ii) scanning and payment of articles can be made directly on
the shop floor at retailer / CP brand's device (e.g. employee
tablet, self-checkout kiosks)
Note: Mystery shoppers should plan to visit the store at a time
when trade is expected to be brisk (weekends, early evening
etc.) in order to review what measures retailers can take to
manage queues. Yes: Either i) articles can be scanned at
retailer's / CP brand's device directly on the shop floor (e.g.
employee tablet) and queuing up is only required for payment
Or ii) scanning and payment of articles can be made directly on
the shop floor at retailer / CP brand's device (e.g. employee
tablet, self-checkout kiosks).
No: The retailer has no capability for scanning products other
than through traditional checkouts.G9Store
ExperienceNoEndless Aisle / Save the SaleEndless Aisle:
ExperienceAssessment of the retailer / CP brand's ability to
offer an Endless Aisle facility with access to the full online
assortment during the store visit?0 - There is no information

32. about an extended assortment nor a facility to order products
from the Endless Aisle in store other than the customer's own
mobile device.
1 - Customers can access information about the extended
assortment but only with assistance from a store associate who
is limited to using a static screen which is linked to the online
shop. Ordering products from the Endless Aisle is not a straight
forward or user friendly process.
2 - Customers can access information about the extended
assortment but only with assistance from a store associate who
is limited to using a static screen which is linked to the online
shop. Ordering products from the Endless Aisle is a straight
forward, user friendly process.
3 - Touchscreen interactive kiosks provide customers with self-
service access to extended assortment product information and
reviews; empowering customers to make informed purchasing
decisions.Ordering products from the Endless Aisle is a straight
forward, user friendly process using the touchscreens available.
4 - The store associate armed with digital devices (e.g. tablet,
iPad or interactive displays) can access the extended online
assortment with the customer in the aisle at the shelf edge. The
store associate can access product details, reviews and make
comparisons to help the customer decide what to buy. The
associate can check stock availability, process orders for the
customer (including items that are out of stock) and take
payments to remove friction and frustration from the sales
experience. For those customers that prefer self-service there is
also access to touchscreen interactive kiosks to view extended
assortment product information and reviews.G10Store
ExperienceNoEndless Aisle DeliveryEndless Aisle / Save the
Sale: Home delivery / store pick-upAssess the effectiveness and
flexibility of the retailer / CP brand's ability to 'Save the Sale'
and improve the shopping experience.
Can an Endless Aisle article (or an out of stock item) be ordered
in store and then either be picked up in the store, or be picked
up in a different store (nominated by the customer) or be

33. delivered free to a specified address at a convenient time for the
customer?0 - Articles from the Endless Aisle product range (or
an out of stock item) cannot be picked up at the store, nor a
different store nor sent to a specified address.
1 - Articles from the endless aisle product range (or an out of
stock item) can either be picked up at the store or at a different
store nominated by the customer.
2 - Articles from the endless aisle product range (or an out of
stock item) can either be picked up at the store or at a different
store (nominated by the customer) or sent to a specified address.
The retailer / CP brand charges a delivery fee for this service.
3 - Articles from the endless aisle product range (or an out of
stock item) can either be picked up at the store or at a different
store (nominated by the customer) or sent to a specified address.
The retailer / CP brand waives the shipping fee for this service,
however the customer cannot specify a delivery timeslot that is
convenient for them.
4 - Articles from the endless aisle product range (or an out of
stock item) can either be picked up at the store or at a different
store (nominated by the customer) or sent to a specified address.
The retailer / CP brand's Endless Aisle capability allows them
to see if one location is out of stock of a particular product, and
if so look up inventory nearby and offer to ship the product
directly to the customer or to somewhere they can pick it up at
their leisure.The retailer / CP brand waives the shipping fee for
this service. The customer can specify a delivery timeslot that is
convenient for them. G11Store ExperienceNoClick &
CollectClick & Collect: ExperienceAssessment of pick-up
experience:
(i) Uncomplicated checkout-process, employee is competent and
knows pickup process, pickup item is prepared
(ii) Fast, no standard line queuing necessary
(iii) Good quality (representative, place, easy to find, not
necessarily a central pick-up station with payment etc.).
(iv) Contextual marketing offers or messages (e.g. push
notification, vouchers), Up-selling / cross-selling offers are

34. made
(v) Products are customer-friendly unwrapped or wrapped
during handover
(vi) The retailer / CP brand offers innovative value-add
solutions to support the Click & Collect process (Geofencing to
alert customer's arrival / Drive through, Kerb-side pick-up,
lockers etc.)0 - No Pick Up possible / Pick-Up experience is
poor, it is not clear where to go for collecting goods. Assistants
seem unfamiliar with pick up process.
1 - Pick-Up experience is adequate; one of the criteria is
offered.
2 - Pick-Up experience is good; two of the criteria are offered
3 - Pick-Up experience is very good; three of the criteria are
offered
4 - Pick-Up experience is excellent; four or more of the criteria
are met and the retailer / CP brand is expecting the customer
because they could notify them when they were on the way to
the store (e.g. online or via app)G12Store ExperienceNoReturn
& ExchangeReturn & Exchange in the Store:
ExperienceAssessment of return & exchange experience:
(i) Uncomplicated return-process (without any other process
steps e.g. emails, printing, RMA)
(ii) Fast (after queuing up no longer than 2 minutes needed)
(iii) Good quality (representative, place, easy to find, etc.).
(iv) Able to perform blind returns (no receipt) with customer
lookup of order for right amount of refund
(v) Self-service returns (mobile, online, kiosk), to be able to
scan receipt, product/UPC and get an acknowledgement or RMA
(return material auth), which can be used to avoid long return
lines and allows to just drop off the return for evaluation and
refund.
(vi) The retailer / CP brand offers innovative value-add
solutions to support the Return & Exchange process
(Geofencing to alert customer's arrival etc.)0 - Return &
Exchange experience is poor, it is not clear where to go for
returning goods. Assistants seem unfamiliar with the returns

35. process.
1 - Return & Exchange experience is adequate; one of the
criteria is offered.
2 -Return & Exchange experience is good; two of the criteria
are offered
3 - Return & Exchange experience is very good; three of the
criteria are offered
4 - Return & Exchange experience is excellent; four or more of
the criteria are met and the retailer / CP brand is expecting the
customer because they could notify them when they were on the
way to the store (e.g. online or via app)G13Store
ExperienceNoPersonalisationEmployee tablets show customer
dataRate how effectively the store associate can call up
customer account & preference details on their mobile device to
help provide a personalised shopping advisory experience.
Note: The mystery shopper should prepare questions to ask the
associate to test their ability to leverage the account and
preference data available to them.0 - The store associate either
has no mobile device or cannot access customer account details
using their mobile device even when the account number has
been provided.
1 - The store associate can access customer account details
using their mobile device. The store associate has no access to
customer preference data. There is very limited scope for the
associate to provide a personalised shopping experience.
2 - The store associate can access customer account details
using their mobile device. The store associate can also access
some customer preference data. The associate can provide an
improved shopping experience by responding to customer
specific enquiries, leveraging the data available to them,
making relevant and timely recommendations.
3 - The store associate can access customer account details
using their mobile device. The store associate can also access
some customer preference data. Aggregated cross-channel
loyalty data linked to the customer's unique account number is

36. also visible (customer can get confirmation about their loyalty
program status). The associate can provide an improved
shopping experience by responding to customer specific
enquiries, leveraging the data available to them, making
relevant and timely recommendations.
4 - As above. Additionally the store assistant has access to a
customer 'dashboard' which displays customer transaction
history, preferences and cross-channel behaviour. The store
assistant can use this information in real-time to improve the
personalised shopping service that they provide for the
customer. G14Store ExperienceNoStore Service QualityRate the
digitally integrated store experienceAssessment of the digitally
integrated store experience:
(i) Human interaction with empowered & connected store
associates armed with iPads.
(ii) Interactive touchscreens / tables / kiosks to enable
customers to access further product data and place orders
(iii) Digitized video walls; touch-enabled to allow customers to
swipe through the catalogue looking for outfit inspiration.
(iv) Virtual reality experiences; live stream catwalk shows,
interactive mirrors which allow users to try clothes on 'virtually'
using a gesture based interface.
(iv) Location-based intelligence services; iBeacon precision
marketing to alert customers about deals and items they may be
interested in.
(v) RFID which triggers related catwalk footage when products
are taken into a fitting room, or near a video screen.
(vi) Furniture visualizer, augmented reality homeware &
furniture catalogue, design a room app or interactive screen
functionality.
(vii) Virtual mannequins, virtual rail and smart hangers; show
promotional video when garment is removed.
(viii) AR dressing rooms, virtual makeup mirrors
(ix) Mobile access to product data; QR codes, NFC-enabled
shelf edge labels, scan as you shop, augmented aisles
(x) Digital showrooms to support experiential shopping,

37. demonstrations, product customisations & modifications
(xi) Robotics
(xii) Wearable-tech enabled stores
(xiii) Dynamic digital signage, magic mirrors, digital window
shopping and touchscreen tables & kiosks
(xiv) Proximity detectors & dynamic queue management0 - The
digitally integrated store experience is poor; none of the criteria
are offered.
1 - The digitally integrated store experience is adequate; two or
fewer criteria are offered.
2 - The digitally integrated store experience is good; between
three and five of the criteria are offered
3 - The digitally integrated store experience is very good;
between six and eight of the criteria are offered
4 - The digitally integrated store experience is excellent; nine or
more of the criteria are offered.
DataScoring Ranks01234YesNo
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