At L2’s Clicks and Mortar clinic held at the Times Center today, L2 Cofounder and Head of Research & Advisory Maureen Mullen spoke about the commonalities of brands that consistently scored Feeble or on the lower end of Challenged in L2’s Digital IQ Indexes. The most common faux-pas among these brands at the bottom is absence of e-commerce. Nine (True Value, H.E.B., Menards, Big Lots!, Home Goods, Albertsons, Marshalls, Family Dollar and Ross) of the 15 brands ranked lowest in L2’s Digital IQ Index: Big Box offer no e-commerce. Particularly interesting was True Value, which had a site with all the features of an e-commerce site and non-existent checkout. The only way consumers can receive an item is to request it at their local True Value store.

Screen Shot 2015-01-13 at 3.50.23 PMDue to slim overall investment, discount retailers made the bulk of the Feeble category. Seven of the fifteen lowest-ranked brands in the Big Box report were Feeble. Many grocery stores (Trader Joe’s, Stop & Shop, H.E.B and Albertsons) were Feeble or in the lower ranks of Challenged.

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But perhaps the biggest surprise among the Feeble brands is the number of store openings. Eight are planning to open stores this year, which signals the lack of digital resources to reach consumers online.

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