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.

1. Otto
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.

2. Cdiscount
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.

3. Argos
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.

4. Boots
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.

6. MediaMarkt
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.

7. FNAC
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.

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