As Google shrinks availability for organic visibility and Amazon grows as the preeminent product search engine, big box retailers face threats to discovery and expansion. But the top ten brands in the Gartner L2 Digital IQ Index: Big Box US 2019 report are finding ways to bring both category expertise and product assortment closer to customers by investing in new shipping and pickup options, reducing hassle in finding and converting on products in store, and promoting services and products in Google search.
1. Amazon Digital IQ: 148
Amazon retains its position as the overall digital leader, topping the Index in digital sales, visits per visitor, and overall organic visibility on Google search; Amazon pairs its natural organic advantage with aggressive spend strategy on Google search, resulting in encroachment on competitor branded keywords and also a first-mover advantage in new Google ad types.
2. The Home Depot Digital IQ: 144
The Home Depot is a rare category leader that continues to ward off Amazon in Google search, earning twice the ownership of the top organic listing as Amazon against tools and hardware terms, and generating leading shopping ad visibility against kitchen & bath fixtures terms, driving customers to store. The Home Depot’s product pages also feature reviews with twelve filters and AR, 360° views and in-store mapping on the app.
3. Target Digital IQ: 143
Target’s site puts speed front and center, integrating same-day shipping via Shipt into the home page and allowing customers to adjust fulfillment across every touchpoint: product, cart and checkout pages. Target also continues to promote initiatives and assortments across both larger- and smaller-scale channels, as it sees high influencer engagement on Instagram across all influencer sizes.
4. Best Buy Digital IQ: 142
For the second year in a row, Best Buy has shown its digital genius by improving its robust cross-sell, bundling and tech repair strategy integration, surfacing ratings on cross-sold items and highlighting the advantages of its membership programs across search and site touch points.
4. Walmart Digital IQ: 142
Walmart continues to lead big box retailers in core fulfillment competencies including the launch of its sophisticated NextDay toggle feature on site which adjusts its interface depending on shipping-eligible contents. Walmart also saw incremental gains to its overall organic search visibility on Google, the only major retailer to do so.
6. Wayfair Digital IQ: 138
Wayfair’s digital marketing prowess and investment spans across Google search results and video ads, as its Showcase Shopping ads dominate the first position in search results against high volume furniture keywords and its desktop video ad impressions are second only to Amazon.
7. Lowe’s Digital IQ: 132
Lowe’s differentiates itself from out-of-category competitors by including in-store location information on product pages, increasing transparency around high-consideration items and promoting free store pickup.
8. Petco Digital IQ: 127
Petco has increased the visibility of its pharmacy pages on site since 2018, boosting its position in a growing pet medicine category and taking advantage of its leading visibility against pet keywords.
9. DICK’S Sporting Goods Digital IQ: 124
Dick’s Sporting Goods sees significant search visibility on Google against outdoor and shoes terms; continued investment in programming around category expertise in the form of instructional videos on YouTube and virtual team management platforms.
9. Walgreens Digital IQ: 124
Walgreens is a guided selling leader with information-rich product comparison tools, extensive contextual filters, and comprehensive expedited payment options in the cart.
For more information about how big box retailers are deploying strategies to survive, register for the Big Box 2019 Webinar on October 3rd at the link found here.