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.
