How are the best brands in the world using digital to stand apart from the pack? L2 lists top 10 innovations from brands plucked from an algorithm that yielded 52 Geniuses and 400 Feeble ranks in 2014:
REI's ‘1440 Project’ aggregates user-generated content for every minute of the day. Red Bull’s content channel boasts a billion views. That’s more than CNN's YouTube channel.
W Hotels is replacing room keys with mobile phones, and enabling room service ordering from the W Hotels app.
Swarovski boosts its omnichannel offerings with in-store pickup.
Sephora has the highest score across all of L2 Indexes, boasting strength across all channels (mobile, desktop, in-store, tablet).
Nivea has a stellar marketing program, sending emails with strong calls to action (coupons, contests) and links to commerce.
Mercedes-Benz’s mobile-optimized site provides access to a variety of shopping tools such as an intuitive sidebar and touch-friendly button menus. Viewers can customize cars on the mobile app.
Coach pioneered in-store pickup and continues to provide the most channel-agnostic shopping experience.
David Yurman – who topped L2’s Watches & Jewelry Index – offers expedited checkout and responsive site design.
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