Winners & Losers February 18, 2016

What $5M Can Buy

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A winner: Victoria’s Secret. The brand is doing a great job of leveraging content to drive consumer engagement across channels, resulting in a 61% share of the global lingerie store market.

A loser: U.S. department stores. European retailers lead their American counterparts in offering click-and-collect, which boosts net sales by 12%.

A loser: Whole Foods, which has not embraced digital. The retailer invests little in digital content, including a loyalty program, and sticks to old-fashioned advertising that has scant impact on sales.

A loser: Super Bowl ad buyers. For the $5 million that many brands spent to reach the event’s 110 million viewers, they could have scored huge engagement on digital platforms.

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