New York -- Nordstrom emerged as the top brand in an inaugural benchmark study ranking the digital performance of the world's top department stores by digital think tank L2. Among the 40 stores included in the study, Nordstrom was No. 1, followed Macy's, Saks, and the U.K.’s Marks & Spencer, all of which earned 'Genius' titles.
"Successful department stores are investing in digital infrastructure to bolster their in-store offerings. These forward-thinking retailers improve shareholder value through sophisticated e-commerce, strong email marketing and CRM, and innovative mobile efforts,” stated Scott Galloway, author, 2013 Digital IQ Index: Department Stores.
Key highlights of the study include:
- Canadian retailers send the most marketing emails (6.45 per week), followed by American retailers (5.62 per week) and U.K. retailers (2.38 per week).
- Bergdorf Goodman, Saks Fifth Avenue, Barneys New York, and Bloomingdale's all have larger communities on Google+ than on Facebook.
- Haul videos continue to be popular, especially those that feature apparel purchases, though few brands are purchasing ads to link back to their e-commerce sites.
The top 10 ranked brands in the study are:
- Sakes Fifth Avenue
- Marks & Spencer
- Neiman Marcus
- House of Fraser
- Bergdorf Goodman
- John Lewis