The prototype provides the first insight into what the structure, size and content of the platform will look like. The concept also serves as a prelude to the development of the design; the use of visual material and the desired tone of voice. The principles for the collection of consumer data, the customer journey and integration with marketing intelligence, database of customer profiles and back office systems have also been determined here. The back-end with the associated links are not included in this prototype.

The assessment should therefore take place in the knowledge that:

The final corporate identity (tone of voice/visual material) is determined in the next phase; No check is made on login details or 2-phase authentication when changing personal data, as provided in the website; The 'state-of-the-art' marketing functionalities, such as these will be facilitated by the platform (including real-time predictive offering, etc.) are now not available in the prototype; The prototype only follows a single customer journey from a general type of persona. In the live situation, different customer journeys will apply for the different personas (incl. persona-provided and personalized communication); Handling of the transaction at retailer partner(s) is simulated; Mechanisms for not promoting already purchased products with a commodity character is not processed in the prototype. The necessary back-end links with the customer profiles are still missing here. Prototype is not “fool proof”.