Department stores are in structural decline as apparel sales increasingly move online. To compete against sophisticated digital pure-play retailers and take share from rivals closing up shop, brick-and-mortar department stores are integrating omnichannel features across search and navigation, as well as highlighting in-store services and events. A flurry of digital investment from sector stalwarts highlights a growing awareness of the importance of pick-up options and personalized shopping experiences — although most retailers miss key integration opportunities.
Digital IQ Index June 19, 2018
Department Stores 2018
Department Stores 2018
As Amazon continues to raise the bar for e-commerce speed and convenience, department stores are taking note, investing in digital to improve the in-store experience. The share of retailers offering online appointment booking doubled in the past year, and nearly half of retailers now show store availability on product pages, leaning into advantages afforded with a physical store footprint. Macy’s takes the No. 1 spot for a second consecutive year in Gartner L2’s Digital IQ Index: Department Stores. The retailer’s site boasts best-in-class search and navigation on both desktop and mobile, and an app featuring in-store functionality. The retailer also commands the highest visibility in the Index against category search terms.
Rankings
57 Brands
Key
-
Genius
-
Gifted
-
Average
-
Challenged
-
Feeble
Rank
Brand
Class
1
Macy's
Genius
2
Nordstrom
Gifted
3
ASOS
Gifted
4
Marks & Spencer
Gifted
5
John Lewis
Gifted
6
JCPenney
Gifted
7
La Redoute
Gifted
7
Otto
Gifted
9
El Corte Inglés
Gifted
9
Kohl's
Gifted
9
Sears
Gifted
12
Bloomingdale's
Gifted
12
Net-A-Porter
Gifted
12
Zalando
Gifted
15
Debenhams
Gifted
15
15
18
19
20
21
22
22
24
24
26
26
28
28
30
Digital IQ Score By Dimension
Clear
Key
-
Site & E-Commerce
-
Digital Marketing
-
Mobile & Tablets
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