As Amazon encroaches further on the retail space, brands in Europe are focusing on digital touchpoints that enhance the convenience and speed of fulfillment to maintain market share. The top 10 brands in Gartner L2’s Digital IQ Index: Retail Europe secure high visibility on Google search, and offer sophisticated site and customer service experiences to ensure they remain frontrunners.
Digital IQ: 146
Otto retained its top spot in the Index for the second year in a row. It has the best overall mobile experience, with more mobile display ads than any German retailers, and a well-optimized mobile site with live chat and buying guides.
Digital IQ: 144
Cdiscount has seen tremendous community size growth on Instagram and the highest engagement on Twitter. The French retailer is a prolific abandoned cart emailer and sends emails containing e-commerce incentives based on site browsing behavior.
Digital IQ: 140
The brand stands out from UK competitors, boasting an impressive digital marketing strategy. It beats Amazon in organic search visibility across keywords related to consumer electronics and furniture and also drives the highest volume of traffic to its site from YouTube.
Digital IQ: 138
Boots triumphs in the personal care category with 69% organic visibility on unbranded keywords. The retailer also successfully leverages its beauty content to drive engagement on Instagram.
5. Amazon (UK)
Digital IQ: 137
The UK arm of the online giant steps ahead of Amazon in other European countries, with more text ads on unbranded Google search and the Index’s most targeted email strategy.
Digital IQ: 136
The German brand publishes extensive content on its blog sites to support its SEO efforts. Meanwhile, guided selling tools and buying guides on the main site enhance the customer journey.
Digital IQ: 135
Despite a fall from joint first place in 2017, FNAC France continues to rub shoulders with the top 10 Index brands. The retailer sends sophisticated emails with product recommendations based on site browsing data and discount codes for use in stores.
8. Amazon (France)
Digital IQ: 133
Amazon wins overall in mobile unbranded search and is a runner-up on desktop. The retailer has the fastest-loading site in France.
9. Amazon (Germany)
Digital IQ: 133
Amazon Germany garners the most average daily users on its shopping app. Additionally, its mobile and desktop site speeds are the fastest in the Index.
10. Amazon (Italy)
Digital IQ: 132
Once again, Amazon bests other retailers, this time in Italy, where it wins in both organic and paid Google search on desktop and mobile. The retailer’s app also provides the most complete experience in the country.