L2 released today the 2014 Digital IQ Index: Fashion, which yielded four Genius brands (more than the usual number). Coach, Tory Burch, Gucci and Ralph Lauren all made it to the top tier by prioritizing mobile and omnichannel capabilities.
Coach, ranked No. 1 in the Index, provides a channel-agnostic shopping experience as an in-store pickup pioneer. It has a “photobomb” feature in its app to encourage user-generated photos. The tablet site has large, touch-friendly buttons and image-centric search
Gucci, also ranked No. 1, designed mobile and tablet-specific sites completely separate from the desktop experience.
Tory Burch, ranked No. 3, provides in-store and online availability on its product pages and highlight fulfillment options before checkout. Mobile search results for the brand pull up click-to-call and a direct link to the nearest store.
Ralph Lauren places fourth and is superior in search. It has the highest search visibility among Index brands.
What really differentiates these Geniuses from the rest of the pack is attention to omnichannel. Even though 44% of luxury sales are influenced by digital (see graph above), not many brands have invested in easing that path from discovery to purchase. For example, just 1% allow shoppers to purchase items online and pick up at the store.