Where are you driving your customers? We plotted major retailers on a grid to see which brands incentivize e-commerce over in-store shopping.

Based on L2’s fifth annual omnichannel report, brands were categorized as Leaders, Store-First, E-commerce Focused, and Laggards.


Leaders use digital to promote incentives to buy in-store, while supporting the full gamut of competitive fulfillment options. Brands in this category make store discovery effortless, featuring individual store images, information, and services on their sites. Leaders also sync local store inventories to grid, product detail, and checkout pages to encourage in-store shopping.

Store-First brands heavily promote in-store shopping even in a retail world that is constantly hemorrhaging brick-and-mortar square footage. Store-first brands sync in-store inventories to key site pages and feature notices about in-store events. These brands span a number of sectors, from beauty to big box, but are generally united by their large store footprints.

E-commerce Focused brands prioritize promoting and adding to their various shipping options to capture sales from any place at any time. Many of these brands lack expansive store footprints and, therefore, tend to rely on premium fulfillment options like free and same-day shipping to attract and retain new customers. Others push online-only products to draw customers to their sites over their stores.

Laggards have often improved both digital drive-to-store and e-commerce since L2’s 2016 omnichannel report, but still haven’t reached full competency in either category. Laggards often fail to sync store inventories to their sites and provide bare-bones store locator pages. They also forgo expedited shipping options like next-day shipping and tend not to offer Buy Online, Pick Up In Store capabilities, falling behind rivals.

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