Sailthru has released its first Retail Personalization Index, which scores customer experiences for 100 US and UK brands between April and August of 2017.

One hundred retail brands were selected for inclusion in the study based on a number of criteria, including brand prominence, retailer type, and known leadership in customer experience innovation and personalization. Selected retailers include those with a global presence and those with specific presence in the United States and/or United Kingdom.

Sailthru’s team of personalization experts developed a list of criteria on which to measure the selected retailers against. The selected criteria included a variety of brand-side and consumer-side activities either in digital channels or using digital data that would be visible to customers shopping with the brand either online or in-store. The criteria list was broken into four sections or channels: Site, Email, Mobile, and Other.

An internal team at Sailthru was assigned to review each retailer in a process called “experiencing the brand,” in which the team would go through the retailer’s site, app, and email experiences as if they were a new customer, keeping track of the efficiency of the customer experience and how well their experience was personalized.

Brands that made it to the top 5 are: Sephora, JustFab, Walmart, Net-a-Porter, and eBay, which tied with Nordstrom and REI. You can view the complete list here.

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