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Digital Intelligence

Case Studies & Best Practices

Each year L2’s Intelligence Reports each focus in depth on an evolving set of key, topical themes. In 2016, L2 evaluated over 900 brands across several Intelligence Reports, providing benchmarking and digital best practices by blending data-driven insights and performance analysis across industries to identify brand-specific risks and opportunities.

In order to benchmark such strategies holistically, for each study L2 plotted brands on a two-dimensional grid based on the specific data and analysis collected for individual studies, in each case identifying brands ahead and behind the innovation curve. Digital Intelligence 2017 Case Studies and Best Practices seeks to highlight market innovators across our 2017 studies in the following areas:

Content & Commerce

Brands have begun to refocus their digital strategies, prioritizing quality content over quantity and integrating content features directly into the purchase path. L2 identi ed several key areas where content investments result in a signi cantly improved user experience—from personalizing the homepage to reducing page reloads in the checkout process.

Data & Targeting

Digital has long been proclaimed as a harbinger of a new era of hyper-personalized, targeted, and effective marketing. But this is a promise it has yet to deliver upon. Both data capture and personalization efforts have stagnated among brands over the last year, even though there are several easy wins— from improved data collection to better deployment of email campaigns—that brands can use to move the needle.

Localization

While international expansion is often seen as an panacea for revenue growth, local variables like language, currency, platform, ful llment, and consumer preference challenge brands to develop offerings that scale effectively across markets. L2’s analysis identi es key digital strategies that reinforce global branding and maximize in-market e-commerce.

Loyalty

Well-executed loyalty programs can drive consumer engagement, facilitate data collection, personalize on-site experiences, and help brands identify the most valuable customers. However, less than half of consumers are satis ed with their loyalty program experiences. L2 identi ed several key areas for investment to improve the user experience and encourage brand engagement, from increasing loyalty-speci c communications to integrating programs across all digital touchpoints.

Mobile

Although most brands have invested in basic mobile optimization, user experiences continue to be plagued by careless execution and faulty features. Brand strategies have been reactive rather than proactive, and mobile apps regularly fail to present compelling value propositions. As the importance of mobile grows, brands must not only meet baseline expectations, but also innovate with forward-looking, mobile- rst investments.

Omnichannel

From its inception, digital has accelerated the opportunities for always-on interaction and sales channels, but it’s taken a while for the retail industry (via infrastructure and technology) and consumers (via behavior and devices) to reach full omnichannel potential. L2’s analysis found that while most retailers are getting the basics right, leaders break away by employing omnichannel tactics and technologies across the entire retail operation.

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Leader

Focused

Laggard

Activewear

Beauty

Beauty, Hair Care & Color

Fashion

Fashion, Watches & Jewelry

Retail

Big Box, Department Stores

Specialty Retail

Other

Auto, Consumer Electronics, CPG, Grocery, Hotels

Explore the data

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Related Content from L2

Content & Commerce 2017

Data & Targeting 2017

Localization 2017

Loyalty 2017

Mobile 2017

Omnichannel 2016