Think tank L2has released their annual Digital IQ Index, which ranks 76 specialty retail brands on factors including website, e-commerce experience, digital marketing, social media and mobile.
This year, L2 says the real game changer in digital retail is mobile. According to the report, "82% of users report using their mobile devices in store, leading to a showrooming effect, where users experience product in store but purchase via mobile." They predict m-commerce will grow at a rate of 30% to 40% a year (compared to online sales, which are expected to grown at 13% a year, and brick-and-mortar retail, which is flat or declining).
Here are this year's top ten:
10. Saks Fifth Avenue
7. Crate & Barrel
5. American Eagle Outfitters
3. Victoria's Secret
Retail's new focus on mobile gives some in sight into why both traditional brands—like Burberry, whose new London flagship was modeled on their e-commerce experience—and successful e-tailers—like Piperlime, who just opened a brick-and-mortar store to complement their online shop—are carefully aligning their digital and in-store experiences.
The think tanks credits department stores with upping their game by developing mobile apps (Bloomingdale's is called out for made strides in mobile innovation) and engaging social media communities (remember Macy's starring role in reality TV show Fashion Star?).
The study also shouts out Anthropologie as an early leader on Pinterest and Net-a-Porter for dominating YouTube search optimization.
At the tail end of the list, smaller brands like Stuart Wietzman, that may have limited resources, and big brands like Uniqlo, Intermix, and BCBGMaxAzria who haven't invested heavily in digital.
· 8 Fashion Brands Creating the Best Online Content [Racked]
· Burberry's Fancy New London Shop Begs the Question: What's the Point of Flagships in the Era of E-Commerce? [Racked]
· Piperlime On Why the Brand Went From E-Tail to Retail [Racked]