The inaugural Digital IQ Index for Big Box retailers reveals a wide spectrum of digital competence, with only 25% of brands categorized as Gifted or above. Genius brands began investing in digital over a decade ago, driving innovation that keeps moving the goalposts forward, and further out of reach for laggards. Outside of Office Supplies (Gifted) and Grocery (Challenged), category-wide performance does not deviate far from Average, demonstrating gross conformity across a variety of brands and distinct business models. Surprisingly, an eighth of brands have not invested in e-commerce and the majority of retailers fail to offer responsive design.
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