This year, Genius brands Nordstrom, Macy’s and Sears topped L2’s Digital IQ Index: Department Stores. While Nordstrom and Macy’s high rankings came as no surprise, readers expressed shock at Sears having one of the highest Digital IQs among the 56 department stores in the study.

Just a few months before the study, reports surfaced that Sears was renting out spaces in various locations to meet revenue needs. However, Sears has done a thorough job at using digital as bounce-back tool. It has expanded site features such as product videos and sizing details, as well as fulfillment options. The mobile site offers refined search options and a geo-location enabled store finder that provides details such as whether or not they have a Lands’ End Store, an optical department or in-store pickup. It has developed the ‘Shop’In’ app for purchasing online and picking up at a drive-through, offering a $5 coupon if the process takes longer than five minutes.

As far as being a tarnished brand, monthly searches for Sears show the brand is still top of mind. It was one of the most searched-for brands in the Index, followed by Nordstrom.


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