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Department stores are in structural decline as apparel sales increasingly move online. To both compete against sophisticated digital pure play retailers and take share from rivals closing shop, brick-and-mortar department stores are integrating omnichannel features across search and navigation, as well as highlighting in-store services and events. A flurry of digital investment from sector stalwarts highlights a growing awareness of the importance of pick-up options and personalized shopping experiences—though most retailers miss key integration opportunities.
Department Stores 2018
August 15, 2018
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As Amazon continues to raise the bar for e-commerce speed and convenience, department stores are taking note, investing in digital to improve the in-store experience. The share of retailers offering online appointment booking doubled in the past year, and nearly half of retailers now show store availability on product pages, leaning into advantages afforded with a physical store footprint. Macy’s takes the number one spot for a second year in a row in Gartner L2’s Digital IQ Index: Department Stores. The retailer’s site boasts best-in-class search and navigation on both desktop and mobile, and an app featuring in-store functionality. The retailer also commands the highest visibility in the Index against category search terms.
L2 Research Briefing
At this briefing, L2 will review the ranking and key findings from our annual Digital IQ Index: Department Stores. The Index analyzes and benchmarks the digital competence of over 60 Department Stores brands identifying their digital strengths and weaknesses and ranking their performance across their site, digital marketing, social media and mobile.