1. September 6, 2012
SCOTT GALLOWAY
NYU Stern
In partnership with:
Specialty Retail
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2. Excerpt from the 2012 Digital IQ Index : Specialty Retail
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What’s Old Is New Again
The brave new world of social media has simmered as it CAGR, reaching $361 billion in the U.S. by 2016.2 With brick
appears that (thus far) hype has trumped impact. Meanwhile, and mortar retail flat or declining, the percentage of sales (and
15+ years on, e-commerce has become the disruptive force first growth) traditional retailers register online could become the
envisioned in the late 1990s. In the first quarter of 2012, online arbiter sorting winners from losers. Many traditional retailers now
retail spending in the United States reached $44.3 billion, up 17 register more than a quarter of their sales online.
percent YoY.1 E-commerce is expected to grow at a 13.3 percent
Size Matters
Scale is beginning to translate online. For the first time, there is a significant relationship Specialty Retail Video Click to Play
between the size of a retailer’s business and Digital IQ. The relationship strengthens
when looking at the size of retailers’ online businesses.
Department Stores: Rumors of Our Death
Are Greatly Exaggerated
Department stores have found sanctuary in the digital domain. Building on the
successes from 2011 for the first time, the average Digital IQ for the category outpaced
children of the medium, the e-tailers. The top two spots in the 2012 Digital IQ Index®:
Specialty Retail were (decisively) captured by Macy’s and Nordstrom, respectively.
Amazon.com: The Great White Shark of Retail
A peerless e-commerce experience coupled with a 37 percent share of U.S.
m-commerce3 make Amazon.com the force reshaping retail. The most recent victims
are other e-tailers who can’t compete. Amazon now has brick and mortar peers
squarely in its cross hairs. As Amazon reinvests cheap capital in a supply chain
marching to same day delivery, it eats away at one of the few remaining advantages 1. “comScore Reports $44.3 Billion in Q1 2012 U.S. Retail E-Commerce Spending, Up 17 Percent vs. Year Ago,” comScore Press
Release, May 9, 2012.
of terrestrial retail—immediacy. Amazon is the retail ocean’s lone Great White Shark,
2. “Apparel Drives US Retail Ecommerce Sales Growth,” eMarketer Press Release, April 5, 2012.
broadening its prey from slow fat seals to … everything that swims. 3. “Amazon To Book $2 Billion In M-Commerce This Year,” Steve Smith, Media Post, September 29, 2011.
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2012 Digital IQ vs. 2011 Overall Revenue
n=65
Danger Zone Role Models
Mobile: “I Can’t Believe How Much You’ve Grown!” 50,000
What was supposed to take ten years took three. Everyone, including Facebook, Macy’s
H&M JCPenney
has been caught flat-footed by the adoption rate of smartphones, which has
ZARA Nordstrom
2011 Overall Revenue
reached 165 million users in the U.S. alone.4 M-commerce is now the fastest
Log Scale, millions
UNIQLO
growing retail channel in history, and mobile devices are likely influencing more Victoria’s Secret
on- and offline purchases than traditional broadcast, let alone an in-store 5,000
Sephora
salesperson. E-commerce is now m-commerce. Social media is now consumed
Lindt
Source: Capital IQ, Yahoo Finance,
Bloomingdale’s
via mobile app. Digital marketing is now centered on mobile search and mobile-
optimized email. Crate & Barrel
Digital IQ = Shareholder Value 500
French Connection
Tumi
Blue Nile
This study attempts to quantify the digital competence of 76 global retail brands. Harry & David
Annual Reports
Harry & David
Our aim is to provide a robust tool to diagnose digital strengths and weaknesses Rugby
and help brands achieve greater return on incremental investment. We have Under Resourced Bluefly
Scrappy
50
modified our methodology, increasing the weighting of a brand’s site from 30 50 70 90 110 130 150
percent to 40 percent and decreasing the weighting of social media from 20 2012 Digital IQ
percent to 10 percent. In addition, with the help of partner STELLAService, we Log Scale
measured each retailers order and return fundamentals, purchasing and tracking
from three distinct locations. Similar to the medium we are assessing, our 2012 Digital IQ vs. 2011 Online Sales
methodology is dynamic and we hope you will reach out to us with comments n=41
2,500
that improve our methodology, investigation, and findings. You can reach me
at scott@stern.nyu.edu. Macy’s
2,000
JCPenney Victoria’s Secret
1,500
2011 Online Sales
Scott Galloway 0.67
Correlation
Clinical Professor of Marketing, NYU Stern
millions
r2= 0.45
Founder, L2 1,000
Source: Internet Retailer
Saks Fifth Avenue Nordstrom
Neiman Marcus
500 Crate & Barrel
Restoration Hardware American Eagle
Sephora
BCBG
0
50 70 90 110 130 150 170
2012 Digital IQ
4. “Smartphone Adoption Rate Fastest in Tech History,” Stephanie Miot, PC Magazine, August 27, 2012.
-500
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ABOUT THE RANKING
The Methodology
20% Mobile 40% Site
Effectiveness of Brand Site & E-commerce Operations
Functionality & Content – 90% Brand Translation – 10%
Compatibility, Optimization, &
• Technology • Aesthetics
Marketing on Smartphones, Tablets,
& Other Mobile Devices • Navigation & Product/Site Search • Messaging & Visuals
• Social Media Integration Provided by SapientNitro
Mobile Site Android • Customer Service & Store Locator
• Compatibility • Availability
• Functionality • Popularity • Product Page
• Transaction Capability • Functionality • Checkout
• Account/Registry
iOS Applications Innovation
• Order/Return Timing & Logistics
(iPhone & iPad) • SMS
Provided by STELLAService
• Availability • Geolocal
• Popularity • Recent Brand Initiatives
• Functionality
0%
• iPad Differentiation
ti ng
rke
3
Search, Display, & Email Marketing Efforts
10% Social Media YouTube Views, Number
of Uploads, Subscriber Growth,
Viral Videos, YouTube Search
ig ita
l Ma Search
• Traffic
• SEM
Blog & Other User-Generated Content
• Mentions
• Sentiment
Brand Presence, Community Size,
Content, & Engagement
Emerging Social Media D • SEO
• Web Authority Email
Instagram, Google+,
• Frequency
Facebook “Likes”, Growth, Tabs & Pinterest, Tumblr Advertising & Innovation • Content
Apps, Responsiveness, Interaction Rate
Twitter Customer Service • Display • Social Media Integration
Twitter Followers, Growth, Frequency, Responsiveness • Retargeting • Promotions
Provided by STELLAService • Brand Initiatives
Online Voice
Digital IQ Classes
Genius 140+ Gifted 110–139 Average 90–109 Challenged 70–89 Feeble < 70
Digital competence is a point of Brands are experimenting and innovating across Digital presence is functional yet Inconsistent adoption of digital Investment does not match
differentiation for these retailers. Brands their site, mobile, and both traditional and predictable. Uninspired efforts are platforms and a lack of vision. opportunity. Losing ground.
have user-friendly sites, m-commerce, emerging social media platforms. Digital presence often siloed across platforms and Platforms lacks inspiration
robust social campaigns, and strong SEO/ is strong, complementing brand image and larger not always consistent. Middle of and utility. On the outskirts.
SEM. Digital is built to last. marketing efforts. Primed to make a move. the pack.
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®
Specialty Retail
To access the full report, contact membership@L2ThinkTank.com GENIUS
Macy’s
Nordstrom
GIFTED
Victoria’s Secret
Sephora
American Eagle Outfitters
DIGITAL IQ RANKING JCPenney
Bloomingdale’s
Crate & Barrel
Gap
Saks Fifth Avenue
Williams-Sonoma
Banana Republic
Ralph Lauren
lululemon athletica
Anthropologie
Urban Outfitters
Steve Madden
Tiffany & Co.
Rank Brand Digital IQ Rank Brand Digital IQ Rank Brand Digital IQ
AVERAGE
Nine West
1 Macy's 146 16 Tiffany & Co. 110 35 Neiman Marcus 101 Express
Coach
GENIUS NET-A-PORTER
2 Nordstrom 145 19 Nine West 109 35 Shopbop 101 Lacoste
White House | Black Market
Pottery Barn
3 Victoria's Secret 136 20 Express 108 37 Aeropostale 100
Barneys New York
Blue Nile
GUESS
4 20 37
A|X Armani Exchange
Sephora 134 Coach 108 J.Crew 100 west elm
H&M
Swatch
5 American Eagle Outfitters 130 20 NET-A-PORTER 108 39 L'OCCITANE en Provence 99 Abercrombie & Fitch
Juicy Couture
Neiman Marcus
6 JCPenney 127 20 Lacoste 108 39 Chico's 99 Shopbop
Aeropostale
J.Crew
White House | Black
7 Bloomingdale's 125 20 Market
108 39 Bluefly 99 L’OCCITANE en Provence
Chico’s
Bluefly
7 20 39
LUSH
Crate & Barrel 125 Pottery Barn 108 LUSH 99 ALDO
AVERAGE
bebe
Bath & Body Works
9 26 43
AVERAGE
Gap 123 Barneys New York 107 ALDO 98 Cartier
Brooks Brothers
GIFTED
7 for All Mankind
10 Saks Fifth Avenue 121 26 Blue Nile 107 44 bebe 97 Tumi
Talbots
Rugby
11 Williams-Sonoma 114 28 Guess 106 44 Bath & Body Works 97 Harry & David
Swarovski
Bergdorf Goodman
12 Banana Republic 112 29 A|X Armani Exchange 105 46 Cartier 96
CHALLENGED
Zales
Gymboree
12 Ralph Lauren 112 29 West Elm 105 46 Brooks Brothers 96 Lucky Brand
American Apparel
Ann Taylor
12 lululemon athletica 112 31 H&M 103 46 7 for All Mankind 96 Club Monaco
Dean & Deluca
Cole Haan
15 Anthropologie 111 31 Swatch 103 49 Tumi 95
Diesel
Tourneau
Restoration Hardware
33
Lord & Taylor
16 Urban Outfitters 110 Abercrombie & Fitch 102 50 Talbots 94 The Body Shop
Godiva Chocolatier
ZARA
16 Steve Madden 110 33 Juicy Couture 102 50 Rugby 94 French Connection
Stuart Weitzman
UNIQLO
Intermix
BCBG
FEEBLE
Lindt
Ethan Allen
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6. Excerpt from the 2012 Digital IQ Index : Specialty Retail
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Specialty Retail
To access the full report, contact membership@L2ThinkTank.com GENIUS
Macy’s
Nordstrom
GIFTED
Victoria’s Secret
Sephora
American Eagle Outfitters
DIGITAL IQ RANKING JCPenney
Bloomingdale’s
Crate & Barrel
Gap
Saks Fifth Avenue
Williams-Sonoma
Banana Republic
Ralph Lauren
lululemon athletica
Anthropologie
Urban Outfitters
Steve Madden
Tiffany & Co.
Rank Brand Digital IQ Rank Brand Digital IQ
AVERAGE
Nine West
50 Harry & David 94 69 ZARA 76 Express
Coach
NET-A-PORTER
53 70
AVERAGE
Swarovski 93 French Connection 75 Lacoste
White House | Black Market
CHALLENGED
Pottery Barn
54 Bergdorf Goodman 92 71 Stuart Weitzman 74
Barneys New York
Blue Nile
GUESS
55 72
A|X Armani Exchange
Zales 91 UNIQLO 73 west elm
H&M
Swatch
56 Gymboree 89 73 Intermix 71 Abercrombie & Fitch
Juicy Couture
Neiman Marcus
56 Lucky Brand 89 73 BCBG 71 Shopbop
Aeropostale
J.Crew
58 American Apparel 88 75 Lindt 67 L’OCCITANE en Provence
FEEBLE
Chico’s
Bluefly
58 76
LUSH
Ann Taylor 88 Ethan Allen 64 ALDO
bebe
Bath & Body Works
60 Club Monaco 87 Cartier
Brooks Brothers
7 for All Mankind
61 Dean & Deluca 85
CHALLENGED
Tumi
Talbots
Rugby
61 Cole Haan 85 Harry & David
Swarovski
Bergdorf Goodman
63 Diesel 84
CHALLENGED
Zales
Gymboree
63 Tourneau 84 Lucky Brand
American Apparel
Ann Taylor
65 Restoration Hardware 82 Club Monaco
Dean & Deluca
Cole Haan
66
Diesel
Lord & Taylor 79 Tourneau
Restoration Hardware
Lord & Taylor
66 The Body Shop 79 The Body Shop
Godiva Chocolatier
ZARA
68 Godiva Chocolatier 78 French Connection
Stuart Weitzman
UNIQLO
Intermix
BCBG
FEEBLE
Lindt
Ethan Allen
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Site Feature Adoption
% of Sites with the Following Tools
Key Findings July 2010–2012
2010 n=84 2011 n=64 2012 n=76
The Return of E-commerce
Brand sites continue to be the primary revenue-generation
engine online, however significant low-hanging fruit
remains. Only 50 percent of brands incorporate conversion-
enhancing user reviews. Similarly, the Facebook “Like” API, 26%
28% 23%
a valuable source of incremental traffic, is employed by 31%
65% 37%
only 65 percent of retailers. Most notably, adoption of live
chat fell to 26 percent, bucking the nationwide trend5 and 48% 44%
56%
suggesting that prestige retail brands are not seeing ROI on
the technology. However, brands are investing more on their Product Facebook “Like” User Reviews Live Chat
sites than in mobile or social platforms.6
Site investments appear to pay off—Genius brands keep
users on their sites two and a half minutes longer than Site Visit Duration
Feeble brands do. 3-Month Average Time on Site per User by Digital IQ Class
Minutes, July 2012, n=76 brands
Time 1:00 2:00 3:00 4:00 5:00 6:00 7:00
Genius 6:02
Digital IQ Class
Gifted 5:11
Average 4:43
Challenged 4:44
“Straight e-commerce sites serve a purpose, Feeble 3:23
but to compete in a digital space a brand’s
web presence needs to be more than pictures
and a shopping cart. To compete in today’s
Where Retailers Are Investing6
retail world, the brand needs to create that
% of Retail Executives Prioritizing Investments
personalized, one-of-kind, unique online experience, presenting
in the Following Media n=100
consumers with options they didn’t know they had.”
– bill kanarick 59% 35% 22%
worldwide cmo, SapientNitro
5. “Live Chat Effectiveness- A Survey of Internet Shoppers 2012,” Bold Chat Research Report.
6. “Website investment still key for online retailers despite the rise of social and mobile,” Maria Wasing,
Econsultancy, September 3, 2012. Site Mobile Social Networks
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Key Findings Referral and Destination Sites for Specialty Retail Sites
Upstream and Downstream Traffic to and from the Following Sources
July 2012
Red Light, Green Light
% of Upstream Traffic % of Downstream Traffic
While Facebook’s stock price may be down, the platform
is not necessarily losing importance. Once again Facebook Average % of traffic to brand Average % of traffic from
sites from the following brand sites forwarding to
is a key traffic driver of users to retailer sites, representing the following destinations:
sources:
10 percent of upstream traffic. Conversely, Twitter does
not represent any reportable upstream traffic, suggesting
the medium is not a major e-commerce driver. Pinterest 53% 49%
has emerged as a notable source of both upstream and
Google Google
downstream traffic.
Analysis of traffic to and from Amazon.com and other third
10% 14%
party e-commerce sites reveals higher rates of downstream
traffic than upstream, reinforcing the threat of the e-tailer. Facebook Facebook
Facebook and Amazon together is an even bigger challenge
to retailers. Last year, 14.5 percent of Amazon.com’s 22.3 3% 3%
million hits7 on Black Friday came from social sites, up from
Competitors Competitors
9.0 percent in 20108—a powerful force. Overall traffic to
retailers fell 7.1 percent year over year while Amazon.com’s
already massive traffic rose 13 percent, suggesting it
feasts on the traffic cookie while everyone else fights over
2% Brand Site 3%
Amazon Amazon
increasingly small crumbs.
1.6% 2%
Pinterest Pinterest
0.8% 2%
Other E-commerce Other E-commerce
0% 0.05%
Twitter Twitter
7. “Retail traffic on Black Friday up 2%,” Experian Hitwise Blog, November 26, 2011.
8. “Social media helps big retailers drive traffic during the holidays,” internet Retailer, January 30, 2012.
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Key Findings Weekly Email Frequency by Category
Average Number of Emails per Week
July 2012
Back to Basics
Email enjoys the highest conversion to traffic (4.25 percent
in Q2 vs. 2.49 percent from search and 0.59 percent from
social media)9, reinforcing its role as a crucial element of the
marketing mix.
4.8
Although email open rates have fallen on PCs, the number of
Department Store
emails from retailers opened using a mobile device doubled
between the fourth quarter of 2010 and the second half of
2.9 Apparel
(34)
(10)
2011. While almost 70 percent of mobile users delete emails 2.8 E-tailer
(4)
that do not render well, but only 42 percent of brands sent
10
emails optimized for mobile. Email frequency actually fell year
over year in our research, suggesting that retailers are getting
better at segmenting their customers.
1.9 Home & Gift
(10)
2.3 Beauty
& Skincare (5)
Just 16 percent of brands have a pop-up soliciting email
signup on their sites, and only 36 percent are sending
0.3 Watches
& Jewelry (6)
2.2 Accessories
& Shoes (7)
abandoned-cart emails (a powerful conversion enhancing
tactic). Some brands, including Juicy Couture, have taken
the abandoned cart email a step further, and include product
suggestions. French Connection offers free delivery in its Advanced Email Functionality
abandoned-cart communications to entice purchase. % of Brands Implementing
July 2012, n=76
With Without
42% 36% 16%
58% 64% 84%
Email Viewable Sending Abandoned Email Signup
9. “Social still can’t beat search in online shopping,” Donna Tam, CNET, August 10, 2012. on Mobile Shopping Cart Emails Popup
10. “Email Marketing Benchmarks: Key Data, Trends and Metrics,” Lauren Fisher, eMarketer, August 2012.
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Brand Responsiveness on Twitter
% of Tweets Replied to Within Specified Time Periods
Key Findings July 2012
Twitter Service
StellaService sent one tweet to each retailer
every day during the month of July, totaling 2,294
tweets. Each tweet asked a customer service question that
required a response from the retailer.
8%
< 1 hour
10.8% 3.7%
>1– 8 hours >8 –24 hours
77.5%
> 24 hours
Best Practices:
1 “In comparison, during July the country’s largest 25 retailers responded to 47.3 percent of tweets
Respond Quickly. within 24 hours and 28.1 percent within one hour. Specialty retailers that have a presence on
Shoppers who ask a question over Twitter expect a Twitter should ensure adequate engagement with shoppers. It’s interesting to note that Amazon
response 100 percent of the time. Prioritize the response has made a conscious decision to not use Twitter as a service medium.”
to these shoppers over others who may be making – John Ernsberger | Co-founder & vp of business developement | stellaService
a statement about your brand.
2 Brand Responsiveness on Twitter
Provide Recommendations. % of Brands that Replied Within Specified
Go the extra mile by recommending items to your Time Periods
July 2012, n=75
shoppers and provide relevant links.
3
Recommend Connecting Over the Phone.
Shoppers like when their issues are elevated. Suggesting
a phone conversation makes a customer feel
more important
3%
<0–3 hours
28%
>8 –24 hours
69%
> 24 hours
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Key Findings
Social Media Penetration—Emerging Platforms
The New Girl % of Brands on the Following Platforms
Pinterest reached 10 million unique visitors faster than July 2012, n=76
any platform in history11 and 86 percent of brands now
have a presence on the visual site. Although Pinterest has
yet to monetize this traffic, 32 percent of online shoppers
have made a purchase based on what they’ve seen on
Pinterest and other image-sharing sites.12 In addition, the
incorporation of the platform appears to increase email
open and click rates.13 Purchases by Pinterest users average
$80, twice what Facebook users spend.14
73% 71% 42%
Although presence on Pinterest is strong, utilization and
strategy still lag. Only 23 percent maintain a board featuring 86% Google+ Instagram
Tumblr
Pinterest
user-generated content, and only 14 percent display prices
on pins. This may soon change with New York City-based
competitor The Fancy on the horizon. Having already
surpassed a million members,15 this startup unites the
visual elements of Pinterest with an upfront flash-sale
Pinterest
e-commerce model.
% of Pinterest Pages with the Following Features
July 2012, n=69
23% 14%
77%
Product Prices
96%
Board(s) Dedicated to
on Pins
11. “Pinterest Hits 10 Million U.S. Monthly Uniques Faster Than Any Standalone Site Ever,” Josh Constine, User Generated Content
TechCrunch, February 7, 2012. Links to Other
Links to Website
12. “Pinterest leads to sales,” Zac Stambor, internet Retailer, April 25, 2012. Social Properties
13. “Pinterest Functionality Significantly Increases Email Open and Click Rates,” Cynthia Boris, Marketing
Pilgrim, June 26, 2012.
14. “How Pinterest Drives Ecommerce Sales,” Mark Hayes, shopify, May 16, 2012.
15. “Can The Fancy Fulfill the Dreams of Pinners?,” Scott Gillum, Forbes, August 7, 2012.
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Key Findings
Mobile Site Features
% of Mobile Sites with the Following Features
Movin’ On Up July 2012, n=59
Smartphone penetration is almost 40 percent,16 and tablet 5%
adoption skyrocketed from zero to 25 percent in only two
years.17 69 percent of mobile users have used their device
44% 41% 25%
to get product information, and 82 percent of smartphone
owners use devices to help with shopping in-store.18
All signs point to a future built around mobile. Seventy
eight percent of brands in the 2012 index have a mobile- 56% 59% 75% 95%
optimized site, up from a quarter two years ago.
Product Social Mobile Site Customer Service M-Commerce
Brands are building apps for iOS and Android, however Sharing Search
iPad app adoption dropped from 39 percent in 2011 to
29 percent this year. Many retailers demonstrate higher
conversion from their site on the tablet and likely don’t want
to obfuscate sales by having an app in the equation. Nine
brands removed their 2011 iPad applications: Abercrombie
Mobile Application Platform Adoption Rates
& Fitch, Banana Republic, Bath & Body Works, bebe,
2010 –2012
Bergdorf Goodman, Bluefly, Diesel, Tiffany & Co., &
Williams-Sonoma. 2010 (n=81) 2011 (n=64) 2012 (n=76)
60
Mobile Site Adoption 50 51%
Percent of Retailers
2010 – 2012 45%
40
2010 (n=81) 2011 (n=64) 2012 (n=76) 39%
30
28% 29%
20 21%
10
3%
6% 6%
0
25% 67% 78%
16. “Smartphone penetration in the U.S. from 2010 to 2016,” Statista, 2012. iPhone iPad Android
17. “Tablet Shopping Growing, but Retailers Must Keep Up,” eMarketer, June 15, 2012.
18. “The Retailers Definitive Guide to m-Commerce Success,” Cheryl Sansonetti, 5th Finger, May 2012.
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