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.
Kohl’s took the fourth position overall with a Digital IQ of 139, putting the retailer in the Gifted category. In site, Kohl’s outperforms in omnichannel, with features like in-store pickup, product availability SMS alerts, and omnichannel-oriented customer service. They suffer, however, in interactivity, failing to offer any shoppable editorial or lifestyle content.
Moving to digital marketing, the brand performs well in organic search, appearing in first-page results for 36% of category term searches in the US. They’re also investing in paid web advertising, with one of the highest unique publisher counts in the Index.
In social, Kohl’s has the largest Facebook following in the Index. Combined with their above-average engagement rate on Instagram, this puts the brand ahead of most of the Index on both platforms. But Kohl’s also lags in mobile-specific resources. The brand lacks both click-to-call functionality and integration of mapping, though it does have a mobile-optimized site.
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