New York City -- Macy’s took the top spot in the annual Digital IQ Index, which ranks retailers according to their online competence. The index measured the digital footprint of 64 brands via 350 data points across four dimensions: Site, Digital Marketing, Social Media, and Mobile. Based on these scores, each brand was assigned a Digital IQ and a corresponding class of Genius, Gifted, Average, Challenged, or Feeble. While 37% of the brands in the Index were classified as Gifted, only Macy’s, Victoria’s Secret, and Nordstrom earned the Genius distinction.
The ranking was developed by NYU Stern Professor of Marketing Scott Galloway with L2 in partnership with Buddy Media.
The top ranked brands in the study were:
Key findings include:
“In Q1 2011 e-commerce grew more than twice the pace of overall retail," Galloway said. "Digital competence and mastery of mobile and social platforms will likely result in a bifurcation in retail between the haves (digitally competent) and have-nots (digitally challenged).”