From Lululemon to Lane Bryant, how well can you assess retailers’ digital skills?

See if you can place these five well-known specialty retailers on a spectrum from Genius to Feeble based on their investments in mobile ordering, digital marketing, and social media.

Only one brand belongs in each category.

Guess each brand’s ranking by clicking and dragging.

Genius

Gifted

Average

Challenged

Feeble

Genius

Gifted

Average

Challenged

Feeble

* Please place one brand per box.

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How You Did

You ranked X out of 5 brands correctly.
Your Guess
Genius
Gifted
Average
Challenged
Feeble
Gartner L2 DIQ Ranking

Behind the Rankings

See how L2 ranked these five brands.

Genius

Sephora

Your answer:
Sephora extends video shelf life by making it platform-specific: a 12 minute eyeliner tutorial on YouTube appears as a series of short clips on Instagram Stories.

When it comes to digital performance amongst specialty retail brands, Sephora sets the bar. The beauty hub retained the top spot in Gartner L2’s Digital IQ Index: Specialty Retail for the sixth year in a row thanks to a sparkling social media presence, best-in-class product pages, and strong earned media. The brand also makes sure to highlight user-generated content on its product pages and boasts the top loyalty program out of all tracked brands in Gartner L2’s study.

Gifted

Lane Bryant

Your answer:
Lane Bryant’s product images pop up when cued by keyword searches, such as "midi dress".

Despite its parent company shutting down over 600 stores, the plus-size fashion purveyor made significant improvements to its website, such as better e-commerce integration in video assets. It also added product images to keyword search previews, making online browsing more engaging.

Average

Lululemon

Your answer:
Workout videos on Lululemon’s YouTube channel allow viewers to engage with the brand on a lifestyle level.

Lululemon quickly became a cult favorite, but the brand’s digital performance was not as winning. It did experience flashes of excellence, however, with a well-rounded roster of mobile-ready content and effective segmentation. These strong points helped the brand achieve higher email open rates than competitors. Additionally, a platform-specific strategy of placing workout videos on YouTube and snappy GIFs on Instagram Stories gave Lululemon a leg up on social media.

Challenged

Aritzia

Your answer:
As compared to Snapchat, Instagram has taken over as the platform that connects best with consumers for 93% of specialty retail brands tracked in Gartner L2’s study.

Aritzia continues to hit snags in social performance as well as organic and paid visibility on Google. However, the Canadian brand might be able to make up for its shortcomings by focusing on one of the most popular platforms amongst specialty retail brands—Instagram, where it has been a rapid adopter of new Stories features such as Questions and shoppability.

Feeble

Intermix

Your answer:
By failing to include user ratings, Intermix misses out on a growing opportunity.

This Gap-owned brand has fallen to the digital wayside. Intermix’s product pages lack features that consumers have increasingly come to expect, such as the ability to check in-store inventory and view user ratings. The brand also suffers low organic visibility on unbranded women’s apparel and shoe terms.

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