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Digital IQ Index®

Specialty Retail 2011

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The Study

The L2 Digital IQ Index®: Specialty Retail released on August 23, 2011 measures the digital competence of 64 online retail brands. Authored by L2, in partnership with Buddy Media, the study ranks brands according to their performance across 350 data points and four dimensions: Site, Digital Marketing, Social Media, and Mobile. Each brand was assigned a Digital IQ and corresponding ranking of Genius, Gifted, Average, Challenged, or Feeble.


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Top 10 Ranking

While 37 percent of brands in the Index were classifies as Gifted, only Macy’s, Victoria’s Secret, and Nordstrom earned the Genius distinction. The top 10-ranked brands are:
  1. Macy’s
  2. Victoria’s Secret
  3. Nordstrom
  4. Sephora (tie)
  5. Urban Outfitters (tie)
  6. Threadless.com
  1. Bluefly
  2. Bloomingdale’s (tie)
  3. Gilt Groupe (tie)
  4. NET-A-PORTER (tie)
  5. Pottery Barn (tie)

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