L2 Spider Charts provide a framework for benchmarking brands relative to the Digital IQ Index average for a given industry vertical. The chart is divided by the four dimensions of the Digital IQ: Site & E-Commerce, Digital Marketing, Social Media, and Mobile. The Index Average is represented by a dotted line. Taking a look at the Department Stores vertical, we examined 58 Department Stores operating across 17 geographies.

El Palacio de Hierro took the 43rd position overall with a Digital IQ of 89 to score within the Challenged category. While they win on site account functionality with personalized, sharable wishlists and registries, their guided selling tool is not integrated into the site but siloed at a separate URL.

In digital marketing, the brand lags in category search, and is absent from long-term keyword searches despite ownership over the majority of brand term real estate. In social, their spend on YouTube has yielded the largest number of views across any brand in the Index. On mobile, they lack search visibility even on brand terms, but succeed in importing most key features into their mobile site.


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