Are you an emarketing genius?
Several of our favorite department stores are, according to L2 Inc. – and their high digital IQs have much to do with their international ecommerce prowess. The digital business intelligence service recently issued a Digital IQ Index® of Department Stores, highlighting how well these retailers are using digital investments to help them keep up with both online and bricks-to-clicks competition.
The L2 Inc. index measured 56 department stores using a range of weighted factors to formulate a Digital IQ, which ranged from “Gifted” on down to “Feeble.” The category of “Site and E-Commerce,” which factored heavily into a company’s rating – accounting for 40% of the total score – included the key element of “International Footprint.” “As mature markets stagnate, retailers must look beyond their borders for new customers – and the Internet is making that possible,” said Danielle Bailey at L2 Inc.
The think tank found that on average, the top 250 global retailers generate nearly a quarter of revenue from international operations. Fifty-two percent of department stores use online marketing to target shoppers beyond their home market. Thirty-eight percent of the companies L2 Inc. analyzed offer multi-lingual site navigation, and just over a third of retailers (36 percent) provide customer service in other languages.
These factors, along with structure and features of product pages and on-site merchandising strategies, added up to “Genius” or “Gifted” ratings for several Borderfree retailers including Bloomingdale’s, JC Penney, Macy’s, Neiman Marcus, Nordstrom, Saks Fifth Avenue and Sears. Find the full report here.