For the close of 2014 L2 released an annual report that recognizes Index brands that did well this year, as well as those whose Digital IQ appears to be slipping. Mercedes Benz, Macy’s, L’Oréal, Macy’s, Coach, Sephora and David Yurman were the crowned Geniuses of L2’s 2014 Index, but many brands with lower rankings surprised with improvement. Ferrari’s Digital IQ, for example, jumped 20% from 2013. OPI’s IQ jumped by 35%, Escada by 42% and Zales by 45%. Meanwhile, a few brands slipped. Nivea’s Digital IQ slipped by 14% and Carolina Herrera’s by 24%.
Mobile and omnichannel seem to be the focus for the biggest winners. Escada and Zales launched their first mobile sites this year. Fred created a find in-store feature for its new EU e-commerce site.