L2 published the Digital IQ Index: Department Stores report assessing the digital competence of 56 mass and luxury retailers. Seattle-based Nordstrom won the top spot with a strategy that combined social and search visibility.
Nordstrom leads on Twitter, Instagram and emerging platform Wanelo. On Twitter, it sends the second largest number of Tweets per day (135), and has the highest response rate to mentions on the social platform.
On Instagram, Nordstrom has partnered with Liketoknow.it to enable purchases directly from the social media platform. It is also one of few brands who respond to customer queries in Instagram comments about where to find featured Items. On Wanelo, the brand has more followers than any other department store account. And it is one of two brands (Bloomingdale’s is the other) who partnered with Wanelo to test in-app purchases.
All of that social visibility has lead to popularity. Nordstrom is the second most-searched-for department store brand after Sears. And it has capitalized on that interest by appearing in first page organic Google search results for 53% of luxury terms, more than any other Department Store brand or e-tailer in the L2 Department Stores study.