2019, n=100 Brands
Leaders (31%) boast high on-site enablement of omnichannel capabilities and ample marketing efforts across email, social media, display advertising and search. Leader designations’ frequency reflects a rise in baseline features as digital retail matures. Furthermore, 74% of brands with above-average site scores also excelled in digital marketing. Large-format retailers overwhelmingly represent Leaders, yet include brands across diverse product assortments, which range from Macy’s to Petco to H-E-B.
Undersellers (11%) provide baseline and advanced site features, but often forgo marketing them to audiences on third-party platforms. To strengthen their positions, these brands need to make consumers more aware of their capabilities by amplifying marketing investments. Fashion brands most commonly fall into this quadrant, including the likes of Gucci and Salvatore Ferragamo.
Streamliners (22%) have average to below-average deployment of on-site features, but effectively broadcast them on digital marketing channels. These brands therefore have an opportunity for improving their site experience to further capitalize on marketing messages and drive customer conversion. Diverse sectors represent this category, with activewear and beauty falling into it most frequently. Examples include MAC Cosmetics, Sephora and New Balance.
Laggards (36%) lack site sophistication and also fail to market drive-to-store or fulfillment initiatives. As the largest quadrant, a smattering of verticals are represented — most frequently watches & jewelry, beauty and activewear. Laggards need to first improve their sites, then divert funds to marketing revamped capabilities.
To benchmark on-site omnichannel enablement and digital marketing performance, Gartner L2 tracked both retailers and select DTC brands with multiple brick-and-mortar stores. We then plotted them on a two-dimensional grid based on the degree to which they integrate omnichannel website capabilities and market those capabilities or their stores across email, social media, display advertising and search. About 60% of the 130 data points comprising this year’s scores are based on brand site features that involve store location and information, integrated in-store inventory, fulfillment and customer service.
The remainder of this year’s scores incorporate brand efforts to market omnichannel content — either drive-to-store or fulfillment — to consumers through email, social media, display advertising and search. This enabled Gartner L2 to holistically score brands’ omnichannel sophistication across owned sites and third-party platforms. Based on their aggregate performance, brands were assigned as Leaders, Streamliners, Undersellers or Laggards.
View the Omnichannel 2019 Intelligence Report
Source: Gartner L2 inc., Intelligence Report: Omnichannel, March 2019.
Credits: Evan Bakker, Karen Lee (data and research); Julia Kim, Wright Rickman (development); Minh-Anh Nguyen (design)