Every banner, every capability,
every comparison.

How the benchmark is organised

Four levels of detail, each rolling up to the next. Every banner is assessed at each one, at Basic, Developing, Advanced or Leading.

1. 1

   Overall

   One level for the banner as a whole. The public leaderboard on this site is drawn from it.

2. 4

   Experience areas

   Shopping (4 groups), Checkout (4 groups), Fulfillment (4 groups), Service (4 groups). The four chapters of the report follow them.

3. 16

   Capability groups

   Brand Storytelling & Merchandising, In-Store Inspiration, Online Inspiration, Store & Digital Integration; Associate & Customer Empowerment, Cart Experience & Features, Checkout Efficiency & Communication, Payments & Promotions; Cost & Optimization, Customer Communication & Convenience, Fulfillment Options & Flexibility, Speed & Accuracy; Cross-Channel Support Integration, Customer Feedback & Loyalty, Post-Purchase Support & Resolution, Self-Service & Automation.

4. 78

   Attributes

   The capabilities themselves, from search to the service desk. Each of the sixteen findings rests on one of them, and each has its four levels defined in the framework’s own words.

What the explorer shows

200 banners in 8 countries, 78 attributes each, in this release. Six screens.

Brands

All 200 banners with search and filters by format, region, country and level, overall or in any experience area, as cards or a list, with export.

The brand scorecard

One banner top to bottom: overall, then a tab for each experience area, its capability groups and attributes, its position against its format and its region, and an intelligence brief of strengths, gaps and hidden gems.

Compare

A focal banner against one to eleven others, chosen from the whole release, the same format, the same region, the same level, or a suggested set, attribute by attribute.

Segments and regions

Each format and each region as a whole: its banners at each level, overall and by experience area, and intelligence briefs on table stakes, differentiation and variance.

Leaderboards

Every leaderboard on this site with every level behind it, not the Leading names alone, and a release selector as new quarters publish.

The benchmark from your own AI

The same data through MCP, with tokens your team mints for Claude, ChatGPT or an agent of your own. The the full benchmark, all 44 operations, from the AI client your team already uses.

What this site shows without it

The sixteen findings and the readout behind each one, the leaderboards, and a profile for each of the 200 banners showing where it is Leading. Nothing below Leading is attached to a name on this site; the explorer holds every level.