A new study by the think-tank L2, which assessed 55 speciality retailers for their effective use of digital media to engage European consumers, has found that Asos, H&M Net-a-Porter and Sephora have “genius” status in terms of their “digital IQ”, a measure of effectiveness in using digital media to differentiate themselves from their rivals.
The authors of the study praised Asos for its effective use of Facebook and m-commerce, integration of its YouTube channel and use of Twitter and Skype to provide effective customer service as well as building of a consumer-to-consumer (C2C) marketplace.
H&M had already embraced Google+, used Twitter and YouTube effectively and created a “virtual dressing room”.
H&M virtual dressing room
Net-a-Porter had made effective use of the Instagram picture-sharing platform, provided real-time global purchase monitoring and established its own social networking hub Fashion Fix. Sephora earned its “genius digital IQ” status by its “best in class” iPhone and iPad apps, its mobile-optimised site and its wide range of “how to” online videos.
Sephora's Iphone App
“Digital will separate the winners from the losers,” says NYU Stern Professor Scott Galloway. “While European retail growth is off 2.3 percent year-on-year, the e-commerce channel is expected to grow at 12.2 percent annually.”
Top Ranked Brands in the Study:
1. ASOS
2. H&M
2. NET-A-PORTER
4. Sephora
5. Marks & Spencer
6. Lacoste
7. Diesel
8. L’Occitane
9. Mango
10. House of Fraser
Source: E-commercefacts.com
