Much of the post-Apple event chatter centered on the Apple Watch, but in between new gadgets Tim Cook revealed crucial information about Apple Pay. The wallet-free payment system is now accepted at 700,000 locations, and on the billboard behind Cook were logos of brands that had integrated or were on the path to integrating it in their stores and digital assets. iTunes has more than 800 million accounts and more than 800 million credit cards. The saved financials were in part responsible or iTunes’ success, an added incentive for brands to adopt the feature.

Here are twelve brands ranked Gifted and Gifted in L2’s Digital IQ Index who are expanding their digital offerings with Apple Pay:


Digital IQ: 149

The #1 and Genius in L2’s Sportswear study provides the gold standard when it comes to product customization with NIKEiD. The Nike+ Training Club app targeting women now boasts over 17 million members.



Digital IQ: 147

Ranked #2 in L2’s Department Stores Index, this Genius brand has a head start on mobile payments with a digital wallet accessible on mobile and desktop sites and the Macy’s app. The wallet integrates Macy’s loyalty program while pushing in-store and online offers.


L.L. Bean

Digital IQ: 143

Ranked fourth and Genius in L2’s Sportswear Index, L.L.Bean’s Base Camp Facebook app allows users to view and share their favorite photos with other L.L.Bean fans. Users can check inventory of nearby stores (or any store of their choice) on the mobile phone or desktop and reserve items for pickup. With aggressive SEO, the brand has maintained control of 50% of its organic real estate.



Digital IQ: 141

Ranked #1 and Gifted in L2’s Specialty Retail Index, Sephora has solidified its position as an omnichannel role model. Loyalty member can merge points for offline and online purchases and save products on desktop or mobile. Product pages feature sortable customer reviews, tutorial videos, and brand-specific boutiques.


American Eagle

Digital IQ: 133

Ranked 3rd in L2’s Specialty Retail Index, American Eagle has boosted its popularity among teens with the “Bloggers do it better” campaign which collaborates with close to 80 bloggers. American Eagle’s ‘Imperfect’ is one of the 10 most-viewed YouTube videos from specialty brands, and it has installed iBeacon technology in several stores.


Free People

Digital IQ: 132

One of the leaders in user-generated deployment, the brand created a September Catalogue made entirely of user photos, mining user Instagrams submitted to the project with #FPSelfieEdition.



Digital IQ: 129

Gifted and ranked sixth in L2’s Department Stores Index, this brand is one of the few to pioneer click-and-collect services in the U.S. Additionally, the brand has strong email and social media marketing programs that convert uses with abandoned cart emails, featuring user-generated content, and driving social engagement through live feedback.



Digital IQ: 129

Gifted and sixth in L2’s Prestige Hotels Index, this brand has strong site traffic and high organic search visibility. The “Travel Brilliantly” campaign invites guests to share ideas for hotel experience improvements.


Urban Outfitters

Digital IQ: 128

Ranked Gifted and sixth in the Specialty Retail Index, Urban Outfitters is focused on improving the mobile integration of its “MY UO” loyalty program.


Office Depot

Digital IQ: 118

Gifted and 18th in L2’s Big Box Index, Office Depot offers same day shipping, live chat, scheduled customer service calls.



Digital IQ: 116

Anthropologie has a strong site with smart keyword search and live filtering of lookbooks.



Digital IQ: 112 

This brand’s high profile collaboration with vlogger Bethany Mota has raised its status among teens.



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