Key
Leaders
Leaders (31%) boast high on-site enablement of omnichannel capabilities and ample marketing efforts across email, social media, display advertising and search. Leader designations’ frequency reflects a rise in baseline features as digital retail matures. Furthermore, 74% of brands with above-average site scores also excelled in digital marketing. Large-format retailers overwhelmingly represent Leaders, yet include brands across diverse product assortments, which range from Macy’s to Petco to H-E-B.
Undersellers
Undersellers (11%) provide baseline and advanced site features, but often forgo marketing them to audiences on third-party platforms. To strengthen their positions, these brands need to make consumers more aware of their capabilities by amplifying marketing investments. Fashion brands most commonly fall into this quadrant, including the likes of Gucci and Salvatore Ferragamo.
Streamliners
Streamliners (22%) have average to below-average deployment of on-site features, but effectively broadcast them on digital marketing channels. These brands therefore have an opportunity for improving their site experience to further capitalize on marketing messages and drive customer conversion. Diverse sectors represent this category, with activewear and beauty falling into it most frequently. Examples include MAC Cosmetics, Sephora and New Balance.
Laggards
Laggards (36%) lack site sophistication and also fail to market drive-to-store or fulfillment initiatives. As the largest quadrant, a smattering of verticals are represented — most frequently watches & jewelry, beauty and activewear. Laggards need to first improve their sites, then divert funds to marketing revamped capabilities.
Key
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Leaders
Leaders (31%) boast high on-site enablement of omnichannel capabilities and ample marketing efforts across email, social media, display advertising and search. Leader designations’ frequency reflects a rise in baseline features as digital retail matures. Furthermore, 74% of brands with above-average site scores also excelled in digital marketing. Large-format retailers overwhelmingly represent Leaders, yet include brands across diverse product assortments, which range from Macy’s to Petco to H-E-B.
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Undersellers
Undersellers (11%) provide baseline and advanced site features, but often forgo marketing them to audiences on third-party platforms. To strengthen their positions, these brands need to make consumers more aware of their capabilities by amplifying marketing investments. Fashion brands most commonly fall into this quadrant, including the likes of Gucci and Salvatore Ferragamo.
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Streamliners
Streamliners (22%) have average to below-average deployment of on-site features, but effectively broadcast them on digital marketing channels. These brands therefore have an opportunity for improving their site experience to further capitalize on marketing messages and drive customer conversion. Diverse sectors represent this category, with activewear and beauty falling into it most frequently. Examples include MAC Cosmetics, Sephora and New Balance.
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Laggards
Laggards (36%) lack site sophistication and also fail to market drive-to-store or fulfillment initiatives. As the largest quadrant, a smattering of verticals are represented — most frequently watches & jewelry, beauty and activewear. Laggards need to first improve their sites, then divert funds to marketing revamped capabilities.
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Average
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Average Line
Key
Leaders
Leaders (31%) boast high on-site enablement of omnichannel capabilities and ample marketing efforts across email, social media, display advertising and search. Leader designations’ frequency reflects a rise in baseline features as digital retail matures. Furthermore, 74% of brands with above-average site scores also excelled in digital marketing. Large-format retailers overwhelmingly represent Leaders, yet include brands across diverse product assortments, which range from Macy’s to Petco to H-E-B.
Undersellers
Undersellers (11%) provide baseline and advanced site features, but often forgo marketing them to audiences on third-party platforms. To strengthen their positions, these brands need to make consumers more aware of their capabilities by amplifying marketing investments. Fashion brands most commonly fall into this quadrant, including the likes of Gucci and Salvatore Ferragamo.
Streamliners
Streamliners (22%) have average to below-average deployment of on-site features, but effectively broadcast them on digital marketing channels. These brands therefore have an opportunity for improving their site experience to further capitalize on marketing messages and drive customer conversion. Diverse sectors represent this category, with activewear and beauty falling into it most frequently. Examples include MAC Cosmetics, Sephora and New Balance.
Laggards
Laggards (36%) lack site sophistication and also fail to market drive-to-store or fulfillment initiatives. As the largest quadrant, a smattering of verticals are represented — most frequently watches & jewelry, beauty and activewear. Laggards need to first improve their sites, then divert funds to marketing revamped capabilities.
Holistic benchmarking of mobile stratiegies, plotting brands on a two-dimensional grid based on the performance of their mobile content (including mobile sites and apps), and their marketing investments (including email, search, regulatate.
Based on brands performance across 324 data points, brands were assinged to one of four categories: leaders, laggards, content-first brands, and marketing-first brands.