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L2 Prestige100 Mobile IQ 2012

L2 Prestige100 Mobile IQ 2012



La première étude du think tank L2 consacrée au mobile. Le TOP 100 des marques passé au crible et noté sur leur niveau d'investissement et de compréhension du mobile.

La première étude du think tank L2 consacrée au mobile. Le TOP 100 des marques passé au crible et noté sur leur niveau d'investissement et de compréhension du mobile.



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    L2 Prestige100 Mobile IQ 2012 L2 Prestige100 Mobile IQ 2012 Presentation Transcript

    • January 11, 2012SCOTT GALLOWAYNYU Stern Mobile IQ © L2 2012 L2ThinkTank.com
    • CLInIC MobilenYCJanuary 19, 2012 nYU Stern Paris January 24, 2012 Palais Brongniart reGISTer nOW reGISTer nOW Module 1: Welcome Module 1: Welcome SCOTT GALLOWAY Founder, L2 SCOTT GALLOWAY Founder, L2 Digital Omnivores: Key Insights Into Today’s The Mobile Landscape in europe Connected Consumer JereMY COPP VP, Mobile, Europe, comScore, Inc. MArK DOnOvAn SVP Mobile, comScore, Inc. evolving Strategy for Creative execution in Mobile Mobile is Dead, Long Live Mobile KenT vALenTIne Engagement Director, Last exit AnDY WeISSMAn Partner, Union Square ventures retail … Forever Transformed The Game Changer on the Path to Purchase CHUCK GOLDMAn Chief Strategy Officer, Apperian, Inc. JereMY ArnOn Strategic Partner Development, Google Case Studies & Best Practices in Prestige Mobile Q&A Session PATrICK SArKISSIAn CEO & Founder, Sarkissian Mason Q&A Session Module 2: evolving Strategy for Creative execution in Mobile nUrI DJAvIT Partner & CEO, Last exit Module 2: The Google Mobile Platform HTML5: Going Web vs. Going App rOBBIe DOUeK Head of Mobile Sales & Operations, Google France JASOn BAPTISTe Cofounder & CEO, OnSwipe L2 Mobile research Lessons from “The Collection” MAUreen MULLen & COLIn GILBerT Research & Advisory, L2 MZ GOODMAn & SIMOne OLIver new York Times Hugo Boss: A Case Study Influencing Real Life Networks MArKUS ALLer Teamleader, Online Media, Hugo Boss TAnUJ PArIKH Business Development Manager, GroupMe JOACHIM BADer Director, Mobile, Sapientnitro Insights from Prestige 100®: Mobile IQ Q&A Session MAUreen MULLen & COLIn GILBerT Research & Advisory, L2 Q&A Session
    • Want to know more about your brand’s Mobile IQ? CONTACT USMobile IQMobile: End of the Beginning In the fourth quarter of 2010, more smartphones were shipped than PCs for the first time.1 By 2015, more APPeal users will access the Internet wirelessly via a mobile device than Prestige brands have been prudish with mobile. from a wired Ethernet connection.2 Over the next five years, The mobile strategy for most brands has been dominated by m-commerce sales are set to quintuple.3 On the year’s biggest blind investments in iOS apps that lack utility and “stickiness.” 1. “Smartphone Shipments Surpass PCs for the First shopping day, Black Friday, online retail traffic from mobile Seven in 10 brands in the Index maintain at least one iOS app, but Time. What’s Next?” Chloe Albanesius, PC Magazine, devices comprised 14.3 percent of page views, up from 5.6 less than a third of all apps produced are commerce-enabled. February 8, 2011. percent last year, and mobile sales ballooned to 9.8 percent of Use of features such as notifications, geolocation, and 2. “IDC: Mobile Internet to Pass PCs by 2015,” Mark online sales, up from 3.2 percent last year.4 Throughout the past language specification is more limited. Less than a fifth of Hachman, PC Magazine, September 12, 2011. decade, analysts have relentlessly predicted “The Year of Mobile.” brands have developed a distinct, iPad-specific experience. 3. “Mobile Commerce It now looks as if we are in the fledgling innings of a mobile era. Forecast: 2011 to 2016,” Sucharita Mulpuru, Forrester, M-Commerce June 17, 2011. Game Changer We believe the game will be won or lost via develop-4. “Shoppers Research Deals via Mobile and Online Ahead The introduction of the iPad in April 2010 has escalat- ment and optimization of robust, device-agnostic of 2011 Black Friday Sales,”Miranda Miller, Search Engine ed the mobile opportunity. Tablets register e-commerce mobile commerce sites. Although two-thirds of brands Watch, November 28, 2011. conversion rates of four to five percent versus three percent on currently maintain a mobile site (the majority launched within 5. “Tablets: Ultimate Buying Machines,” Dana Mattioli, traditional PCs.5 The user demographics for the iPad and other the past year), only 67 percent of these sites are commerce- Wall Street Journal, September 28, 2011. tablets illuminate the opportunity for prestige brands: 20 percent enabled. Furthermore, use of such marketing tactics as mobile- 6. “Why Millionaires Love of individuals with $1 million or more in investable assets own optimized search marketing, cross-platform mobile promotion, Steve Jobs (and the iPad),” Robert Frank, a tablet and spend 50 percent more time on the device than and mobile display advertising is scant.WSJ Blog: The Wealth Report, August 25, 2011. on their smartphone.6© L2 2012 L2ThinkTank.com 3
    • Want to know more about your brand’s Mobile IQ? CONTACT USMobile IQ PreSTIGe 100® MOBILe InveSTMenTS Iconic, but Immobile (December 2011) While more than half the brands in the Index maintain both an app and a mobile site, 16 percent of brands have yet to produce either. Icons such as Hermès, Patek Philippe, Bottega Veneta, and Marc Jacobs rely exclusively on their traditional site experience, which in some cases proves inaccessible on mobile devices. Mobile competence may be a crystal ball for a brand’s global prospects. Ground zero for growth in prestige exists in emerging markets among a burgeoning 70% 52% 66% 16% middle class who are increasingly turning to a small screen to Mobile App Both Mobile- Neither Optimized learn about and ultimately purchase prestige brands’ products. Site Mobile IQ = Innovation’s Canary in the Coal Mine Our thesis is that competence in mobile is inextricably linked to shareholder value in the prestige industry. Key to managing and developing a competence is an actionable metric. This study attempts MOBILe COMMerCe SALeS FOreCAST 2010–2016 to quantify the mobile and tablet competence of Prestige United States 100 brands. Our aim is to provide a robust tool to diagnose ® (Source: Forrester, June 2011) strengths and weaknesses and help managers achieve 31 greater return on incremental investment. Like the platforms we are assessing, our methodology is 25 dynamic, and we hope you will reach out to us with comments BILLIONS OF DOLLARS cagr: 39% that improve our investigation and findings. You can reach 19 me at scott@stern.nyu.edu. Regards, 14 10 6 SCOTT GALLOWAY 3 Founder, L2 Clinical Professor of Marketing, NYU Stern 2010 2011 2012 2013 2014 2015 2016© L2 2012 L2ThinkTank.com 4
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQMethodology Mobile IQ Classes 40% MOBILe SITeS: IQ Range Class MOBILe-OPTIMIzeD SITeS: TABLeT exPeRIeNCe: 140+ GenIUS • Technology • Compatibility Mobile competence is a point of • navigation & Search • Ability to Transact differentiation. Brands pursue a • Social Media Integration • HTML5 Support device-agnostic app/site strategy, • Customer Service embrace m-commerce, and • Product Page consciously integrate mobile across wider digital footprint. • Account & Check-Out 110–139 GIFTeD 30% MOBILe APPLICATIOnS: Brands demonstrate high-quality, high-impact approach to mobile within AvAILABILITY: APP STORe PeRFORMANCe: FUNCTIONALITY: a select dimension, sometimes at the • iOS (iPad Differentiation) • ratings • navigation expense of a wider mobile offering. • Android • Comments • Pathway to Purchase • Blackberry • Update Frequency • Personalization • Windows Phone Series 7 • Language Support • Phone Feature Utilization 90–109 AverAGe • Symbian Efforts are siloed and inconsistent. Mobile presence suggests explicit preference for site versus app strategy or is primarily concentrated in 15% MOBILe MArKeTInG: low-cost entry platforms (e.g., geolocal). • Mobile SeO on Google & Bing • email: Mobile Compatibility & Cross-Promotion of Mobile Properties • SMS: Sign-Up & Activity 70–89 CHALLenGeD Limited mobile investment reflects low prioritization relative to other digital efforts. 15% InnOvATIOn & InTeGrATIOn: • Integration: Promotion of Mobile Efforts on Site, Facebook, and Twitter < 70 FeeBLe • Geolocal: Presence & Activity on Foursquare Investment does not match • Innovation: Mobile Ad Campaigns, QR Codes, Mobile Wallet Support, etc. opportunity. © L2 2012 L2ThinkTank.com 5
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQBrand Beauty & Fashion Hospitality retail Watchesranking Skincare & Jewelry rank Brand category Parent Mobile IQ class Description 1 SEPHOra Retail LvMH 164 Genius Long-standing, sustained, iterative investment in mobile pays off New mobile app leapfrogs peer efforts with firm link between in-app and 2 NOrDSTrOM Retail Nordstrom, Inc. 156 Genius in-store experience Active SMS program and Xmas app experience add unique elements to strong 3 MacY’S Retail Macy’s, Inc. 155 Genius mobile portfolio Compagnie Financière Unique apps for local promotions, store exclusives, and spinoffs complement 4 NET-a-POrTEr Retail 143 Genius Richemont S.A. strong mobile site 5 BLOOMINgDaLE’S Retail Macy’s, Inc. 135 Gifted Engaging, offer-centric mobile site overshadows generic iPad catalog app L’OccITaNE EN L’Occitane 6 Beauty & Skincare 133 Gifted Both mobile app and site feature weak aesthetics, but excel in functionality PrOVENcE International S.A. 6 TIFFaNY & cO. Watches & Jewelry Tiffany & Co. 133 Gifted “What Makes Love True” mobile app demonstrates strong geolocal aptitude Differentiated app approach on iPhone (“Gifts”) vs. iPad (“Catalog”) works 8 NEIMaN MarcUS Retail Neiman Marcus Group 125 Gifted to its advantage INTErcONTINENTaL InterContinental Presence across four of the five mobile app platforms; “Concierge Insider 9 Hospitality 119 Gifted HOTELS & rESOrTS* Hotels Group plc Guides” iPad app provides unparalleled local insights for 100+ global properties estée Lauder “Illumination” iAd campaign and high-functioning mobile site compensate for 10 ESTÉE LaUDEr Beauty & Skincare 115 Gifted Companies, Inc. one-dimensional apps estée Lauder New “My Style” app invites users to upload personal hairstyle while mobile site 11 aVEDa Beauty & Skincare 113 Gifted Companies, Inc. provides exclusive offers for mobile customers Ralph Lauren Digital innovator demonstrates balanced investment across mobile app, mobile 12 raLPH LaUrEN Fashion 112 Gifted Corporation site, tablet experience, and mobile advertising 13 SaKS FIFTH aVENUE Retail Saks, Inc. 111 Gifted Strong iPad catalog app compensates for low-impact mobile site © L2 2012 L2ThinkTank.com 6
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQBrand Beauty & Fashion Hospitality retail Watchesranking Skincare & Jewelry rank Brand category Parent Mobile IQ class Description 13 YVES SaINT LaUrENT Fashion Gucci Group (PPR) 111 Gifted New mobile site brings fashion label in sync with advanced, beauty-centric apps 15 DaVID YUrMaN Watches & Jewelry David Yurman, Inc. 104 Average Mobile site launched in November is a welcome replacement for aging iPhone app DIaNE VON M-commerce does not carry over from site to app; instead promotes exclusives like 16 Fashion Diane von Furstenberg 102 Average FUrSTENBErg Signature Skin iPhone covers, the App Wrap dress, and DVF-endorsed music ermenegildo zegna Singular focus on iPad virtual store, which is consistently promoted across all 17 ErMENEgILDO ZEgNa Fashion 101 Average Holditalia S.p.A. digital properties MaNDarIN OrIENTaL Jardine Matheson “Cities by MO” provides expansion content for “MOHotels” app depending on 17 Hospitality 101 Average HOTEL grOUP Group user’s destination or interest Marriott International, Simple, streamlined mobile site and “World Concierge” campaign on Foursquare 17 rITZ-carLTON* Hospitality 101 Average Inc. compensate for disappointing apps FOUr SEaSONS HOTELS Four Seasons 20 Hospitality 100 Average Industry leader in Foursquare followers, with tips for 83 properties aND rESOrTS Hotels, Inc. Sophisticated, technologically advanced “Gucci Style” app immerses user in 20 gUccI Fashion Gucci Group (PPR) 100 Average brand-curated content that extends well beyond the clothes Second highest-scoring mobile site in Fashion enables brand to compete without 22 BUrBErrY Fashion Burberry Group plc 99 Average investing in apps estée Lauder Early adopter of in-store iPad kiosks and one of only three beauty brands with an 22 cLINIQUE Beauty & Skincare 99 Average Companies, Inc. active SMS campaign Marriott International, Universal “Marriott International” app allows booking at JW properties and 22 JW MarrIOTT* Hospitality 99 Average Inc. provides external links to strong mobile web assets Hyatt Hotels Cross-brand “Hyatt” app allows booking at Park Hyatt hotels; parent’s mobile site 25 ParK HYaTT* Hospitality 98 Average Corporation provides extensive photo galleries of Park Hyatt properties Strong search elements on mobile site; fragrance release (Thierry Mugler Angel) 26 cLarINS Beauty & Skincare Clarins S.A. 94 Average proves a fan favorite in the app store © L2 2012 L2ThinkTank.com 7
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQBrand Beauty & Fashion Hospitality retail Watchesranking Skincare & Jewelry rank Brand category Parent Mobile IQ class Description Touch-enabled mobile site compensates for unfocused, fragrance-centric app 26 gIOrgIO arMaNI Fashion Giorgio Armani S.p.A. 94 Average store offering 26 OMNI HOTELS & rESOrTS Hospitality TRT Holdings 94 Average Mobile app and site do little to go beyond the basics 29 TOrY BUrcH Fashion Tory Burch LLC 92 Average Mobile store finder features Foursquare integration; no apps “Shoe Salon” app and Foursquare Mayor specials prevent brand from falling too 30 BErgDOrF gOODMaN Retail Neiman Marcus Group 91 Average far behind fellow retailers in absence of mobile site Mobile users greeted with in-store signage that unlocks exclusive information on 31 cOacH Fashion Coach, Inc. 90 Average Kristin collection Leverages “Accor Hotels” app and parent’s mobile site to its advantage, but 31 SOFITEL* Hospitality Accor 90 Average these assets dilute Sofitel brand Fashion and accessories elements of mobile site still prove inaccessible, forcing 33 cHaNEL Fashion Chanel S.A. 89 Challenged strict reliance on apps cONraD HOTELS Unique app development for “Conrad” brand that proves interoperable with Hilton 33 Hospitality Hilton Worldwide 89 Challenged & rESOrTS* Honors account Dolce & Gabbana “Fashion Channel” replicated across both mobile site and apps, but stops short 33 DOLcE & gaBBaNa Fashion 89 Challenged Industria S.p.A. of m-commerce estée Lauder Mobile site features extensive user reviews of products but provides no way to 36 OrIgINS Beauty & Skincare 88 Challenged Companies, Inc. submit one’s own opinions on the go Compagnie Financière Multiple iPad apps and strong universal “Cartier Bridal” app, but mobile shopping 37 carTIEr Watches & Jewelry 87 Challenged Richemont S.A. experience leads to Call an Advisor FaIrMONT HOTELS Fairmont Raffles President’s Club participation allows guests to share stories, with user photos 37 Hospitality 87 Challenged & rESOrTS Hotels International appearing alongside official property images CK One augmented reality experience available on three of the five mobile 39 caLVIN KLEIN Fashion PvH Corporation 86 Challenged platforms assessed © L2 2012 L2ThinkTank.com 8
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQBrand Beauty & Fashion Hospitality retail Watchesranking Skincare & Jewelry rank Brand category Parent Mobile IQ class Description WESTIN HOTELS Starwood Hotels & Innovative ad campaign in Weather Channel iPad app takeover; eight property-specific 40 Hospitality 85 Challenged & rESOrTS* Resorts Worldwide, Inc. apps with limited functionality undercut superior utility of “SPG” cross-brand app Innovative tie-in between Amble app and Foursquare does not save dead-end 41 LOUIS VUITTON Fashion LvMH 84 Challenged mobile site experience estée Lauder Strong video content and M·A·C Artist profiles only exist on mobile site, not the 41 M·a·c cOSMETIcS Beauty & Skincare 84 Challenged Companies, Inc. app store Advanced user-generated content element of mobile apps only partially 43 LaNcÔME Beauty & Skincare L’Oréal Group 82 Challenged compensate for lack of mobile site Starwood Hotels & E-Butler app provides guest-specific functionality that goes beyond the basic 43 ST. rEgIS* Hospitality 82 Challenged Resorts Worldwide, Inc. guest services book Brochure-ware app mitigated by functional mobile site leveraging Hilton 43 WaLDOrF aSTOrIa* Hospitality Hilton Worldwide 82 Challenged Honors system Clean mobile site navigation provides outlet for browsing but not buying 46 KIEHL’S Beauty & Skincare L’Oréal Group 81 Challenged (Call to Order) Starwood Hotels & Heavy reliance on “SPG” app for mobile bookings; property-specific app limited 46 LE MÉrIDIEN* Hospitality 81 Challenged Resorts Worldwide, Inc. to Dubai Shiseido Company, “Be a Force of Beauty” campaign incorporated QR codes tied to model’s bio, 48 BarE EScENTUaLS Beauty & Skincare 80 Challenged Limited look, and associated beauty products 49 raYMOND WEIL Watches & Jewelry Raymond Weil S.A. 79 Challenged December launch of official app rounds out mobile investment Audemars Piguet Comprehensive promotion of mobile footprint on site as brand extends app 50 aUDEMarS PIgUET Watches & Jewelry 76 Challenged Holding S.A. experience to Android App “Guides” provide novel path to property discovery, but R&C remains the only 50 rELaIS & cHÂTEaUX Hospitality n/a - Global Fellowship 76 Challenged hospitality brand without a mobile site SHaNgrI-La HOTELS Shangri-La Asia Tokyo and Manila property apps do not extend to wider resort portfolio; mobile 50 Hospitality 76 Challenged aND rESOrTS Limited site allows for limited property exploration © L2 2012 L2ThinkTank.com 9
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQBrand Beauty & Fashion Hospitality retail Watchesranking Skincare & Jewelry rank Brand category Parent Mobile IQ class Description valentino Fashion Site and apps still lack m-commerce, but do include innovative features like color 53 HUgO BOSS Fashion 75 Challenged Group S.p.A. matching via camera image Compagnie Financière “My Reverso” app provides user the freedom to visualize custom engraving 53 JaEgEr-LEcOULTrE Watches & Jewelry 75 Challenged Richemont S.A. before reaching out to a concierge SCVNGR hunt in London demonstrates willingness to experiment beyond the 55 SWarOVSKI Watches & Jewelry Swarovski AG 73 Challenged app store Emirates Towers property claims sole app; iPad defaults to mobile site designed 56 JUMEIraH Hospitality Jumeirah Group 71 Challenged for smaller screen Sections of mobile site (City Guides) revert back to main site; iPad defaults to 57 MOrgaNS HOTEL grOUP Hospitality Morgans Hotel Group 69 Feeble mobile optimized site designed for a smaller screen 58 PHILOSOPHY Beauty & Skincare Coty Inc. 68 Feeble Strong gift finder and navigation filters differentiates mobile site valentino Fashion Encyclopedic iPad app lacks personalized features, but mobile-optimized 58 VaLENTINO Fashion 68 Feeble Group S.p.A. shopping portal hints of progress 60 OMEga Watches & Jewelry The Swatch Group, Ltd. 66 Feeble Parallel mobile app/site designs feature comprehensive search tools estée Lauder Innovative product QR codes direct users to video tutorial by makeup artist Lori 61 SMaSHBOX Beauty & Skincare 65 Feeble Companies, Inc. Taylor; recently optimized email marketing for mobile screens Compagnie Financière Mobile placeholder site offers access to catalog and store locator, circumventing 61 VaN cLEEF & arPELS Watches & Jewelry 65 Feeble Richemont S.A. flash-heavy site 360-degree product views, augmented reality features, and video content in app 63 HUBLOT Watches & Jewelry LvMH 64 Feeble do not distract from aging mobile site rOSEWOOD HOTELS 63 Hospitality New World Hospitality 64 Feeble One of only two hospitality brands without an app store presence & rESOrTS Brand replicates all product-specific apps across iPhone and iPad without 65 BULgarI Watches & Jewelry LvMH 61 Feeble customization; “Bulgari Touch” site lacks m-commerce © L2 2012 L2ThinkTank.com 10
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQBrand Beauty & Fashion Hospitality retail Watchesranking Skincare & Jewelry rank Brand category Parent Mobile IQ class Description August test of in-store iPad kiosks demonstrates increasing innovation in mobile 66 BENEFIT cOSMETIcS Beauty & Skincare LvMH 59 Feeble space beyond HTML5 site Hongkong and Shanghai Mobile site requires guest to call or email reservations desk, forcing reliance on 67 THE PENINSULa HOTELS Hospitality 58 Feeble Hotels, Limited buggy app Strong demand for third-party reference apps demonstrates (missed) opportunity 67 rOLEX Watches & Jewelry Rolex Holding S.A. 58 Feeble beyond mobile site and tablet e-magazine Remains the only retailer in the Index to shy away from the app store; no longer 69 BarNEYS NEW YOrK Retail Istithmar PJSC 57 Feeble redirecting to mobile site Compagnie Financière Strong app presence and product specific-promotions do not compensate for 69 MONTBLaNc Watches & Jewelry 57 Feeble Richemont S.A. lack of a mobile site App presence focused exclusively on “Happy Diamonds” collection; mobile site 71 cHOParD Watches & Jewelry Chopard Holding S.A. 56 Feeble features simple photo gallery “Harry Winston Timepieces” app has limited functionality; HTML5 enables solid 72 HarrY WINSTON Watches & Jewelry Harry Winston, Inc. 52 Feeble tablet experience 73 ELIZaBETH arDEN Beauty & Skincare elizabeth Arden 51 Feeble Mobile site for Prevage line of skincare products only Limited mobile site and heavily promoted iPad apps are all about presentation, 74 TOD’S Fashion Tod’s S.p.A. 50 Feeble not functionality Compagnie Financière 75 aLFrED DUNHILL Fashion 49 Feeble E-magazine iPad app tests mobile aptitude by mirroring “Day 8” microsite Richemont S.A. Shiseido Company, 76 SHISEIDO Beauty & Skincare 48 Feeble App store experience caters exclusively to Chinese market Limited estée Lauder Mobile-friendly email marketing demonstrates awareness of mobile consumers, 77 BOBBI BrOWN Beauty & Skincare 47 Feeble Companies, Inc. despite the lack of mobile apps/site 77 DE BEErS Watches & Jewelry LvMH 47 Feeble Lack of a mobile site and apps partially offset by move to HTML5 © L2 2012 L2ThinkTank.com 11
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQBrand Beauty & Fashion Hospitality retail Watchesranking Skincare & Jewelry rank Brand category Parent Mobile IQ class Description Compagnie Financière 79 IWc ScHaFFHaUSEN Watches & Jewelry 44 Feeble Best-in-class quarterly e-magazine content does not include comments/ratings Richemont S.A. Popularity on Foursquare compensates for continuing lack of 79 Marc JacOBS Fashion LvMH 44 Feeble mobile apps/site Mobile app with updatable catalog and gift finder make up for the absence 79 PaNDOra Watches & Jewelry Pandora A/S 44 Feeble of mobile site Compagnie Financière 82 cHLOÉ Fashion 43 Feeble Mobile site provides look book, but no m-commerce functionality; no apps Richemont S.A. 83 VErSacE Fashion Gianni versace S.p.A 40 Feeble Lack of a mobile site and apps partially offset by move to HTML5 Catalogs featured on main site require Flash player, but email marketing 84 BOTTEga VENETa Fashion Gucci Group (PPR) 39 Feeble is mobile friendly Shiseido Company, Full HTML5 site provides a strong asset from which to build a 84 NarS Beauty & Skincare 39 Feeble Limited mobile-specific experience Mobile site is relegated to in-site map; multiple apps pulled from iTunes store 84 Tag HEUEr Watches & Jewelry LvMH 39 Feeble during study period Christian Dior S.A. App presence only partially compensates for frustrating mobile 87 cHrISTIaN DIOr Fashion | LvMH 37 Feeble browsing experience 88 PraDa Fashion Prada Group 35 Feeble Site browsing experience proves untenable on mobile device Compagnie Financière 89 VacHErON cONSTaNTIN Watches & Jewelry 34 Feeble “Snow Golf” makes for a poor outing in an industry obsessed with apps Richemont S.A. Flash fail on site; meanwhile, app store presence caters exclusively 90 SK-II Beauty & Skincare Procter & Gamble 32 Feeble to Korean market 91 FENDI Fashion LvMH 31 Feeble Aging mobile site resembles brochure-ware © L2 2012 L2ThinkTank.com 12
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQBrand Beauty & Fashion Hospitality retail Watchesranking Skincare & Jewelry rank Brand category Parent Mobile IQ class Description Salvatore Ferragamo 92 SaLVaTOrE FErragaMO Fashion 29 Feeble Seamless tablet experience has yet to migrate to the phone S.p.A. Compagnie Financière The brand’s two product-specific apps have not been updated since August 2009 93 PIagET Watches & Jewelry 28 Feeble Richemont S.A. and August 2010, respectively 94 HErMÈS Fashion The Hermès Group 26 Feeble No app, no mobile site 95 aLEXaNDEr McQUEEN Fashion Gucci Group (PPR) 25 Feeble Flash fail on homepage, but online store functions 96 BaLENcIaga Fashion Gucci Group (PPR) 24 Feeble Whatever you do, don’t pinch and zoom Oscar de la Renta, 97 OScar DE La rENTa Fashion 22 Feeble Flash fail exacerbates lack of mobile site/apps Limited 98 BaccaraT Watches & Jewelry Baccarat Crystal 17 Feeble Flash fail; relies on Neiman Marcus to facilitate m-commerce 99 MOVaDO Watches & Jewelry Movado Group, Inc 13 Feeble Site browsing experience proves untenable on mobile device 100 PaTEK PHILIPPE Watches & Jewelry Patek Philippe S.A. 8 Feeble Please Note: the “next generation” doesn’t use Flash *Hospitality brands that leverage mobile assets maintained by a parent company and/or shared by sister brands (reward programs, booking systems, etc.) receive credit for those components © L2 2012 L2ThinkTank.com 13
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQ MOBILe IQ DISTrIBUTIOnKey % of Brands per Mobile IQ ClassFindings Sephora Nordstrom gENIUS MOBILE IQ Macy’s Dispersion Bloomingdale’s >140 NeT-A-PORTeR L’Occitane en Provence 4% Almost half the brands in the Index register Tiffany & Co. as “Feeble”—demonstrating widespread Neiman Marcus gIFTED David Yurman JW Marriott underinvestment in mobile by a considerable InterContinental Hotels & Resorts MOBILE IQ 10% Diane von Park Hyatt estée Lauder 110–139 Furstenberg portion of the prestige sector. The disparity Clarins Aveda ermenegildo zegna between the Index leader (164 IQ points) Giorgio Armani Ralph Lauren Mandarin Oriental Omni Hotels and the Index laggard (8 IQ points) suggests Saks Fifth Avenue aVEragE Ritz-Carlton & Resorts that this “mobile gap” is more the result of Yves Saint Laurent Four Seasons Hotels Tory Burch nonparticipation than subpar performance. & Resorts Bergdorf Goodman MOBILE IQ Gucci With a median score of only 76, the majority 19% Coach 90–109 Burberry Sofitel of brands are just beginning to make mobile Clinique investments, while a select few early investors are pulling away from the pack. Chanel St. Regis Conrad Hotels Waldorf Astoria cHaLLENgED Morgans Hotel Group IWC Schaffhausen & Resorts Kiehl’s Philosophy Marc Jacobs Dolce & Gabbana Le Méridien valentino Pandora Origins Bare escentuals Omega Chloé Cartier Raymond Weil MOBILE IQ Smashbox versace Fairmont Hotels Audemars Piguet 70–89 23% van Cleef & Arpels Bottega veneta & Resorts Relâis & Chateaux Hublot Nars Calvin Klein Shangri-La Hotels Rosewood Hotels Tag Heuer Westin Hotels & Resorts & Resorts & Resorts Christian Dior Hugo Boss Bulgari Prada Louis vuitton Jaeger-LeCoultre Benefit vacheron Constantin M·A·C Cosmetics Lancôme Swarovski FEEBLE The Peninsula Hotels SK-II Jumeirah Rolex Fendi Barneys New York Salvatore Ferragamo Montblanc Piaget Chopard Hermès MOBILE IQ Harry Winston 44% <70 Alexander McQueen elizabeth Arden Balenciaga Tod’s Oscar de la Renta Alfred Dunhill Baccarat Shiseido Movado Bobbi Brown Patek Philippe De Beers © L2 2012 L2ThinkTank.com 14
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQ Mobile SiteKey HomepageFindings In the Company of Genius: Sephora While there are four Genius brands in the Prestige 100®, Sephora exists in a class of its own. The brand’s mobile site feature product videos organized by content type and filterable by brand. Other key features include a GPS-based store locator, shopping list creator, order history/tracking, and a section for mobile- exclusive offers. iPad App Home Screen Sephora’s iPhone app and mobile site share the same basic look and feel, with the latter offering additional features such as a “Beauty Mobile Site Mobile Site Advice” section, “Try It On”—a tool that allows Product ratings video Library iPhone App “Try It On” Tool the user to adjust skin tone and nail polish color on a virtual hand, and barcode scanning functionality to augment in-store shopping. The brand’s iPad app features how-to videos with a side-by-side mirror powered by the device’s camera, allowing users to see their own faces while following makeup application instructions. © L2 2012 L2ThinkTank.com 15
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQKey Beauty & Fashion Hospitality retail WatchesFindings Skincare & Jewelry M O B I L e I Q D I S T r I B U T I O n BY I n D U S T r Y Mind the Gap (December 2011) Although each of the five industries reviewed 180 contributes at least two brands to the top 20 of Disparity the Index, retail stands apart. Of the 14 brands 107 Genius that achieved “Genius” or “Gifted” status, half were retailers. Hospitality plays runner-up to retail, hovering Disparity Disparity just below “Average.” Catering to a peripatetic 140 101 125 customer set, hospitality brands have been AVG IQ Disparity Gifted among the first to actively invest in mobile 126 62 Disparity platforms. However, many investments from 90 the 2009 timeframe are beginning to show their 110 age—more than 15 percent of hospitality apps Average have not been updated in the past 12 months. 90 AVG IQ Challenged 86 AVG IQ 77 70 AVG IQ 65 AVG IQ 58 Feeble 0 n= ail n= ality n= are n= hion n= elr y t Re 9 20 18 29 24 c w s it in Fa Je sp Sk Ho & & es ty ch au at Be W © L2 2012 L2ThinkTank.com 16
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQKey Beauty & Skincare Fashion Hospitality retail Watches & JewelryFindings M O B I L e I Q D I S P e r S I O n BY O W n e r S H I P Organizations with More than One Brand represented in Index Good Genes (December 2011) In line with our industry-specific observations, 180 parent companies with a portfolio in retail or Disparity hospitality typically perform above average in Disparity 133 20 Genius terms of Mobile IQ. Disparity Of the larger and more diversified parent AVG IQ 115 companies, Estée Lauder is the only 140 145 organization for which the portfolio’s average Disparity score skews toward the upper range of the 34 Gifted Disparity disparity. Six of the seven Estée Lauder 68 Disparity brands register a mobile site score above 87 the Index average, demonstrating consistent 110 AVG IQ Disparity performance in one of the four dimensions. Average 108 AVG IQ 2 100 Disparity 90 7 Disparity 5 Disparity AVG IQ 1 Challenged AVG IQ 87 86 AVG IQ 83 AVG IQ Disparity 82 7 AVG IQ 70 72 AVG IQ 66 AVG IQ 63 AVG IQ 60 Feeble 10 n= nc. n= up n= nc. n= nc. n= up n= .A . n= H 10 . n= R) n= ide n= ide n= S.A M P o o p w I I ,I w 2 2 2 9 2 3 2 5 2 7 LV Gr Gr (P S. s l, t ld ld es on y’ na or up or p s al ac ni em cu ou io W ré W ro pa M at ar Gr ich L’O rts iG n om rn M lto n eR so cc te io rC an Hi Re In Gu sh ièr im de tt Fa & nc Ne rio u ls La na o ar te in Fi e Ho M nt té ie le Es od gn Va wo pa 17 m ar © L2 2012 L2ThinkTank.com Co St
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQ Key Findings MAIn SITeS vS. MOBILe SITeS Prevalence of Basic Features Mobile Commerce vs. (December 2011, N=66) Mobile experience In 2011, seven percent of all U.S. Internet traffic came from mobile devices. Many Prestige 100® brands are catching on to the 82% 82% growing importance of robust, multifunctional 79% mobile sites. While Google estimates that 74% = MAIN SITe just 21 percent of its advertisers have mobile = MOBILe SITe 67% 67% sites, two-thirds of brands in the Index maintain them, and 67 percent of those sites are m-commerce enabled.7 However, participation in m-commerce does not fully capture the quality of the mobile experience. In aggregate, across every category measured, 44% mobile sites examined consistently failed to 41% 41% replicate key features and functionalities found on the main sites including videos, product 30% search, and user ratings. 27% 26% 23% 20% 14% 9% E-/M- Commerce Store Locator Video Product/ Multiple Order/ User Ratings Facebook Enabled Property Search Languages Reservation “like” API 7. “Google’s Battle Tracking for the Mobile Web,” Michael Boland,Search Engine Watch, November 25, 2011. © L2 2012 L2ThinkTank.com 18
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQ Key P r e S T I G e 1 0 0 ® A P P L I C AT I O n S A C r O S S S M A r T P H O n e P L AT F O r M S Findings # of Apps per Platform (December 2011) % of Brands in Index iWorld 196 iOS In mid-December 2011, the millionth app 70% was released in the mobile marketplace. 8 Approximately 15,000 apps are currently released every week, a pace of development that exceeds every competing form of media. Seventy percent of Prestige 100 ® brands have produced apps for mobile devices. Development efforts are skewed heavily toward the iOS platform. Every brand that supports an app has developed for the iOS platform and average nearly three unique apps for Apple devices. While this investment Android does not map to device market share (Gartner 22% Symbian estimates that Android represented 52.5 16% percent of smartphone sales in the third quarter of 2011), it does reflect Apple’s Blackberry 7% demographic advantage. 9 Windows Phone 7 2% 8. “One Million Mobile Apps, and Counting at a Fast Pace,” Shelly Freierman, New York Times, December 11, 2011. According to Hunch data released in August, compared to Android users, iOS users are:10 67% 60% 50% 37% 27% 18% 9. “Gartner Says Sales of Mobile Devices Grew 5.6 Percent in Third Quarter of 2011; Smartphone Sales Increased 42 Percent,” more likely to...Press Release, Gartner, November 15, 2011. 10. “Android vs. Have an Annual Have an Have a iPhone: Battle of the Mobile Operating Household Income American Express Have visited more graduate degree Be women Systems,” Amanda of $200k or more card than five countries Live in a city Green, Hunch, August 15, 2011. © L2 2012 L2ThinkTank.com 19
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQ Key D e v I C e - S P e C I F I C A P P D e v e LO P M e n T F O r i O S P L AT F O r M (December 2011, N=100) Findings iPhone 37% Tablets: iOpportunity 62% Both Apple ended the first half of 2011 with nearly 16% = UNIQUE IPAD CONTENT a 70 percent share of the global market for 21% = REPLICATED ON BOTH DEVICES tablets. As a product class, tablet devices 11 have proven a boon to m-commerce. Tablet shoppers demonstrate a conversion rate of four to five percent compared with three percent on a PC.12 Even when compared directly to smartphones, 25 percent of “dual owners” surveyed by Ipsos demonstrate a preference to purchase on sites while using a tablet.13 45% Despite the evidence underscoring the growing iPad need to cater to tablet users, prestige brands have been slow to adapt. Although 37 percent of all brands have a presence on both the iPhone and iPad, only 16 percent have created TA B L e T e x P e r I e n C e a unique experience for iPad users rather than Site Optimization for Safari Browser on iPad simply replicating the same app across (December 2011) both devices. Loads Development of iPad-specific site experiences iPad Site also lags. While 66 percent of brands maintain Loads 11. “Media Tablet a mobile site, only seven have an iPad-specific Mobile Site 7%and eReader MarketsBeat Second Quarter experience. Furthermore, 11 percent of brands 11% Targets, Forecast Increased for 2011, in the Index are redirecting to their mobile site According to IDC,” Loads Completely on the iPad, often failing to take advantage of IDC, Press Release,September 14, 2011. Broken Site 9% the uptick in potential conversion. Of the 8212. “Tablets: Ultimate Buying Machines,” percent of brands that default to the PC site, 64% Dana Mattioli, Wall Street Journal, eighteen percent lack full functionality because Loads Partially 9% Loads SiteSeptember 28, 2011. of the lingering presence of Adobe Flash Broken Site13. eMarketer, “Tablet Owners Most Active components, which iOS does not support. in M-Commerce,” October 19, 2011. © L2 2012 L2ThinkTank.com 20
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQ iOS APPS Prevalence of Basic Features (December 2011)KeyFindings Brochure-Ware Rich Media & Interactivity Social Media Integration Personalization While iPhone apps dominate, sophistication 51% lags across the Prestige 100®. The majority of brands have failed to adopt platform-specific functionality that keeps the user experience “sticky.” Less than a third of apps provide integration with the iPhone’s GPS and native 40% mapping software. Adoption of other features 39% is even further behind: 17 percent of apps include iOS notifications, only 16 percent 35% incorporate the phone’s camera, and a mere five percent utilize the three-axis gyroscope 31% (the internal component that detects the de- 28% vice’s orientation in space and translates the user’s movements via tilt, shake, and other motions). 22% 19% 17% 16% 16% 14% 9% 7% 5% 5% t t s a lity e ail ok r s ing -In ch g t ts en en tte or op on er ge hin en Em bo ar ign pp a ark nt nt m wi Pa ati sc Re lem itc Se ce Co Co Ca Su aT tS m ific ro via Sw d Fa ted ok eE an Gy S Vi o ble un t ing de No GP Via Bo Br en ge co am ka Vi ar m ua SM Ac loc -G Sh g ng Au ini Un p to La Ap M ks In- p Lin Ap In- © L2 2012 L2ThinkTank.com 21
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQ Key Findings ( L A C K O F ) LO C A L I Z AT I O n Language Support for Apps Posted to U.S. App Store (iOS) Language Barriers (December 2011) Within the U.S. iTunes Store, only 27 percent of the 196 apps reviewed provide support for more than one language, and only 14 apps 90% provide trilingual support for English, French, and German. According to data from App Annie, the U.S. accounts for 28 percent of the download market for free iOS apps.14 France and Germany are among the top-five non- English-speaking markets for apps, together representing seven percent of the download market. Unlike Asian markets, content within the European iTunes Stores closely mimics that of the U.S. For instance, in the French iTunes Store 87 percent of Prestige 100® brands produce mirrored content with no perceptible alteration. Only 23 percent of the apps have French 27% language support (versus 96 percent with English language support) and only 21 percent 19% 19% have changed the description of the app to more effectively cater to a French audience. 11% 10% 8% 8% 7% 3% English Multi-Lingual French German Spanish Italian Portuguese Chinese Japanese Korean 14. “The Importanceof Localization in App Stores,” App Annie, November 9, 2011. © L2 2012 L2ThinkTank.com 22
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQ Key Findings TOP 10: MOST COMMenTS reCeIveD (iOS APPS) The Impact of Public Opinion (January 2012, N=108) In May, ABI Research reported that the iTunes Store ranking algorithm would begin taking into account qualitative information such as user reviews and frequency of usage.15 SEPHORA: 285 Sephora to Go This additional wrinkle in iTunes SEO has put newfound emphasis on garnering high CLARINS: 264 ratings and significant user reviews in Thierry Mugler—Angel addition to downloads. The speed with which these apps have MACY’S: 231 Macy’s iShop garnered a positive reputation is reflected in their relative standing in the App Store. NORDSTROM: In December, Nordstrom had the highest 220 Nordstrom placement among the five Prestige 100 ® brands appearing on the Top-200 Free iPhone MARRIOTT INTERNATIONAL, INC.: 215 Marriott International Apps listed in the Lifestyle category (#13). Similarly, Marriott had the highest placement HILTON WORLDWIDE: among the six Prestige 100® brands appearing 167 Hilton on the Top-200 Free iPhone Apps listed in the STARWOOD HOTELS Travel category (#26). 138 & RESORTS: SPG Mobile App BERGDORF GOODMAN: 115 Today’s Shoe INTERCONTINENTAL HOTELS GROUP: 111 Priority Club Rewards LANCÔME: Lancôme Make-Up 98 15. Chantal Tode, “Changes to iTunes app ranking algorithm 0 50 0 0 0 0 0 0 0 10 15 20 25 30 35 40 will have wide impact: experts,” MobileMarketer, May 5, 2011. © L2 2012 L2ThinkTank.com 23
    • Want to know more about your brand’s Mobile IQ? CONTACT USMobile IQ IOS APPS: USer SenTIMenT number of ratings vs. number of Stars received The volume of ratings and comments associated with an app is largely (December 2011, N=102) a function of the time elapsed since release. Only three Prestige 100® apps released in the past year appear on both the top-10 lists for overall Giorgio Armani comments and a favorable combination of quantity vs. quality of ratings: Acqua for Life Clarins Thierry Mugler Angel Nordstrom CLArInS: nordstrom Marriott Thierry Mugler Angel (v1.2) (v1.4) (v1.2) Marriott International Tiffany & Co. Release September November august Engagement Ring Finder Year 2011 2011 2011 Gucci Style Ratings 264 302 336 Stars Comments 264 220 215# OF rATInGS SUBMITTeDnote: Horizontal axis (# of ratings submitted) is graphed on a logarithmic scale.© L2 2012 L2ThinkTank.com 24
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQ Key Plain-Text Mobile- Optimized email Findings M O B I L e O P T I M I Z AT I O n O F e M A I L M A r K e T I n G email Optimization (December 2011) During the second half of 2011, mobile email open rates increased 34 percent, with consumers opening 23 percent of all emails on their mobile devices.16 Although 78 percent of Prestige 100® brands engage in email marketing, only 24 percent have links to mobile-optimized versions of their email 78% content, and 55 percent opt to provide links to plain HTML versions. Low-hanging fruit abounds. Within their marketing emails, just 18 percent of brands with mobile sites have links to their mobile properties and only 19 percent of the brands 53% with mobile apps include download links to the corresponding app store. regular, non-Mobile- Optimized email 24% 13% 11% 2% HTML-Based g Em eb Em ed ps te es email In Mobile tin Si16. “Mobile, Webmail, r ti of in W of imiz Ap ail ail ke d pe Browser ize Desktops: Where Are o ar ion pt ion la o kt M Pr rs -O im rs P We viewing email Lin ail Ve k to Ve ile pt ile Em -O Now?” Return Path, ob ob Lin ile M rM research study, e ob tiv o he kt M Ac December 2011. Ot Lin o kt o 25 kt Lin © L2 2012 L2ThinkTank.com Lin
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQ T O P 1 0 : F O U r S Q U A r e B r A n D F O L LO W e r S Key (December 2011) Findings 180 160 170,357 Check-in 140 Only five percent of Americans use geolocal apps at least once a month, but these active 120 users represent a high-value demographic. They (in thousands) 100 skew younger, register higher income, and are 80 twice as likely to share product information.17 65,923 Prestige 100® brands registered high check-in 60 49,918 growth at retail locations and local properties 38,244 40 32,191 31,367 across the six cities L2 examined during the 20,098 18,412 20 15,797 study period (New York City, San Francisco, 11,330 8,699 London, Paris, Milan, and Tokyo). Across all 0 cities, total check-ins generated by the 94 n bs i y’s s ss ge ·C so els ch e cc ôm le’ to ·A Bo co ur ra r ts Gu Re ot ac it da M Vu nc yB ve d H Ja M go ing brands with a detectable Foursquare presence La an ns xA uis r Hu c To m ar so de Lo oo M ea In increased by nearly 30 percent, from 540,000 Bl rS u Fo to 700,000 over a four-week period. Nonetheless, only 27 brands in the Index T O P 1 0 : F O U r S Q U A r e LO C AT I O n C H e C K- I n S maintain an official Foursquare page, five of (December 2011) which were classified as “zombie” accounts 142,229 = MAINTAINS FOURSQUARe BRAND PAGe (i.e., no recent activity registered from the associated brand). = NeW YORK CITY = SAN FRANCISCO 62,417 = INTeRNATIONAL 48,827 36,159 31,727 30,899 22,612 21,782 18,066 17,077 7,080 so els p y’s a om ue n ge s rk s le’ or ide ou tel Yo 17. “Marketing via en ra r ts Re ot ac ph str da Gr Ho er ve d H Av ew M Se rd ingGeosocial Apps: Why M el an tin xA tal No sN th t Le m Ho es en and How,” Melissa Fif de oo ey W tin ns In ks Bl Parrish, Forrester rn n ga Sa Ba CoResearch, December or er M Int 6, 2011. © L2 2012 L2ThinkTank.com 26
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQ Key Findings A v e r A G e G LO B A L M O n T H LY S e A r C H e S F O r P r e S T I G e 1 0 0 ® B r A n D S Desktop/Laptop vs. nOn-PC Devices Searching On The Go (Source: Google AdWords, November 2011) Fourteen percent of global monthly Google searches for Prestige 100® brands originate from mobile devices, which is significant = NON-PC DevICe given that non-computer devices account for = DeSKTOP/LAPTOP less than seven percent of traffic in the U.S. 14% and less than five percent of traffic among the EU5 (France, Germany, Italy, Spain, and the U.K.).18,19 Paid mobile search is rapidly growing in importance. In October 2011, mobile accounted 86% for approximately 15 percent of all clicks and 13 percent of all impressions on Google. During December, it is estimated that those figures rose to 25 and 20 percent, respectively.20 Despite strong evidence for the need to customize traditional SEM/SEO efforts for Locations map mobile platforms, few Prestige 100® brands 17% of Aveda’s Global Monthly from the organic Searches originate from mobile results appear to be taking proactive steps. Of18. “Smartphones and devices, which the brand capitalizes Tablets Drive Nearly search returns rendered on a mobile device, on with mobile-specific SEO. 7 Percent of Total U.S. Digital Traffic,” only 13 percent of brands have links to any comScore press release, October 10, element of their mobile presence on the First curated result 2011. features links to the first page of Google returns. Fewer than 25 19. “Smartphones location finder and and Tablets Drive percent include customer service or contact account access Nearly 5 Percent ofDigital Traffic in EU5,” info. Just over a third of the brands have store comScore press release, October 26, locators and/or maps returned in their results. 2011. 20. “Mobile Paid Search Share to Skyrocket inDecember; Remains a Significant Bargain,” James Beveridge, Sponsored ad links Performics blog, to mobile site November 22, 2011. © L2 2012 L2ThinkTank.com 27
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQKeyFindings Cross-Promotion SITe-SPeCIFIC PrOMOTIOn OF SOCIAL MeDIA eFFOrTS vS. MOBILe eFFOrTS (December 2011, N=70) Mobile efforts often sit in isolation from the overall digital footprint of Prestige 100® brands. Only 28 percent of the brands in the Index are 82% developing mobile apps promote them on their main sites. In contrast, 82 percent of the brands link to their Facebook pages and 66 66% percent to their Twitter accounts. Only three brands maintain custom tabs on Facebook dedicated to mobile properties. 39% Within a sample of 50 consecutive wall posts, 20 brands linked to their iOS app pages in the iTunes Store, four linked to their apps in the Android marketplace, three linked to their mobile sites, and nine linked to other mobile-related properties like Foursquare and Instagram. Within a sample of 100 consecutive tweets, just 13 brands linked to their iOS apps in the iTunes Store, one linked to its app in the Android marketplace, three linked to their mobile sites, and 12 linked to other mobile- related properties. 28% Promotion of mobile apps on Sephora’s homepage Mobile Apps © L2 2012 L2ThinkTank.com 28
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQFlashof Genius Augmented reality Goes Mainstream In March 2011 Calvin Klein began a global campaign designed to relaunch “CK One” as a lifestyle brand for the digital generation. The 360-degree campaign spanned television, Print Augmented reality Ads print, billboard, online advertising, social media, and mobile. The mobile component of CK One encouraged users to find, reveal, and watch locked multimedia content by scanning print material Locked and billboards—effectively bridging Content the traditional media and digital media components of the campaign. The supporting technology leveraged image recognition instead of QR codes to enable discovery. The campaign yielded 117 million impressions of reveal, Find, the augmented reality print ads. The cross- Watch platform campaign was optimized for iOS, Android, and Symbian devices. Billboard Augmented reality Ads © L2 2012 L2ThinkTank.com 29
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQFlashof Genius Style Profile guides you to collections of distinct looks Mobile Pick Me Up In November, Nordstrom launched a new app catapulting the brand to mobile leadership in the competitive retail category. The app’s built-in barcode scanner allows customers to determine whether a particular product is available at a local Nordstrom, including in- store pickup. A calendar of upcoming events at preferred stores further bridges the online/ offline connection. Lastly, “Style Profile” provides users with the ability to browse a curated product selection. The Nordstrom app has already accumulated nearly 200 comments in the iTunes Store. Buy, Bookmark, Share, or… Pick-Up In-Store Upcoming events at “My Stores” bridges in-app and in-store experiences © L2 2012 L2ThinkTank.com 30
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQFlashof Genius Mirror, Mirror on the Device Virtual makeup apps have become table stakes in the beauty industry, making differentiation increasingly difficult. YSL’s ColorMirror app, released on the iPhone and iPad in October, successfully pulls away from the pack, providing enough functionality to meet the needs of both makeup enthusiasts and professionals. The app showcases all available shades and colors for nearly 40 products in 12 categories. With advanced layering and opacity options, this toolbox provides the Biometric recognition Blank Canvas Infinite combinations user with freedom to experiment on a virtual of user image of featured YSL model or an imported photo. The sixty-five- beauty products point biometrics ensures imported images are optimized to work precisely with the paintbrush tools. Most importantly, the app steadily builds an informative basket of items used to create a unique look for offline purchase. Shopping list of products used to create unique looks Before/After comparison © L2 2012 L2ThinkTank.com 31
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQFlashof Genius Mobile as Media Platform Since late 2010, IWC has been porting the quarterly edition of its Watch International magazine, conceived by German design studio Ringzwei, to the iPad. The content found in these digital issues is diverse, spanning sporting events, celebrity profiles, technical innovations, and examples of cutting-edge design. This e-mag distinguishes itself from others Watch International e-mag (issued quarterly) in several ways. It features superior, consistent design that mimics the aesthetics showcased in the company’s redesigned Intuitive navigation, site (launched February 2011). Furthermore, it bookmarking, and has several compelling interactive elements: social sharing APIs additional content is unlocked by changing the orientation of the device, content is easily shareable, and entries to sweepstakes are solicited from readers within the app itself. Select product promotion tied to themes explored in each issue © L2 2012 L2ThinkTank.com 32
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQ Flash of Genius Multiplatform Brands in the Index struggle with multi-platform app development. Through the Priority Club Rewards app (shared with numerous sister brands), prospective guests can book rooms at InterContinental properties on iOS, Android, Discovery of 100+ properties BlackBerry, and Windows devices. InterContinental Hotels Group (IHG) produces seven additional apps for iOS, including the innovative Concierge Insider Guides. This Introduction to resident Concierge iPad app provides exploration of more than with push to reservation system 120 global hotels. Each property has an introductory video from the resident concierge, insider tips, shopping and eating destinations, and an interactive map highlighting local points of interest. The app pushes users to check room availability and to make a Insider Tips pertaining reservation through a web-based agent. to destination These investments appear to be paying off. IHG’s revenues from mobile booking in 2011 are expected to exceed its previous forecast of $130 million (up from $38 million in 2010 and $2.5 million in 2009).21 Interactive map with which to plan travel itinerary 21. Karen Jacobs, “InterContinentalsees mobile bookingssales rising,” Reuters, December 21, 2011. © L2 2012 L2ThinkTank.com 33
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQFlashof Genius See the French Sites French beauty brand L’Occitane demonstrates several best practices across the Index. It remains the only beauty brand and one of only 19 brands in the Index with multiple language settings on its mobile site. The site’s persistent navigation and search L’Occitane’s utility highlight L’Occitane’s commitment simple but highly functional mobile to m-commerce. During the 2011 holiday homepage season, L’Occitane introduced a Gift Finder tool to help users determine appropriate gifts based on gender, ingredients, and price. In addition, L’Occitane was one of only seven brands to offer an FAQ section and one of only eight brands to offer feedback on mobile site functionality. Inclusion of email, Includes customer Facebook “Like” and Tweet APIs allow users service, Facebook to share their favorite products. “Like” API, and links to social media robust gift-generating tool—introduced for the holiday 2011 season © L2 2012 L2ThinkTank.com 34
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQ ferragamo.com main site with Flash elements Flash of Genius Tablet rasa The vast majority of brand sites (91 percent) are viewable on Apple’s iPad tablet, which as of October 2011 accounts for 97 percent of all U.S. tablet impressions.22 Considerably Ferragamo’s iPad-specific experience replicates few, however, have developed an iPad or main site functionality tablet-optimized experience. Salvatore Ferragamo, which was criticized for not developing a mobile site in conjunction with its banner ads on the New York Times’ iPhone app last fall, has developed a robust iPad site that seamlessly reflects the aesthetic and most of the functionality of the fashion brand’s main, nonmobile site.23 Although that site is run with Adobe Flash, Ferragamo’s iPad offering looks, feels and acts like ferragamo.com. The former’s m-commerce experience mirrors the latter’s e-commerce experience, including a scroll- through slideshow of related items on the bottom of each product page. 22. Terrence O’Brien,“iPad accounts for 97 percent of U.S. tablettraffic online,” engad- get, June 24, 2011. 23. Kayla Hutzler, “Ferragamo misses the mark with mobileNew York Times ads,”Luxury Daily, Septem- ber 26, 2011. © L2 2012 L2ThinkTank.com 35
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQ Westin’s “Wipe Flash Away Your Weather” Campaign of Genius “Wipe Away Your Weather” The market for mobile ads is quite fragmented. The total U.S. market in 2011 was a mere $630 million ($3.3 billion globally), albeit growing at 43 percent annually.24 Moreover, no single platform has established dominance, with the top three domestic players—Google, Millennial Media, and Apple—splitting 58 percent of mobile display ad revenue.25 This landscape affords broad opportunity for experimentation and innovation by brands. In October, Westin sponsored The Weather Channel’s redesigned 3D iPad app. Users could browse properties and book rooms without leaving the confines of the app.27 Most notably, the advertisement began by taking over the home screen with virtual bad weather to match local conditions (e.g, rain 24. Press Release, or snow), then encouraged users to “Wipe “Gartner Says World- Away Your Weather” to reveal appealing wide Mobile Advertis- ing Revenue Forecast Westin getaways.to Reach $3.3 Billion in 2011,” Gartner, June 16, 2011. 25. emily Steel & Jessica vascellaro, “A Rare Apple Com- promise,” Wall StreetJournal, December 13, 2011. 26. Rimma Kats, “Westin Hotels & Re- sorts bolsters mobilebookings via TWC iPad Weather Channel’s Sponsorship,” Mobile Commerce Daily, redesigned iPad App October 24, 2011. © L2 2012 L2ThinkTank.com 36
    • Want to know more about your brand’s Mobile IQ? CONTACT US Mobile IQ new and improved iPhone app launchedFlash August 30, 2011of Genius Shoes About Town Bergdorf Goodman’s Today’s Shoe app has been around for two years—an eternity on the iTunes Store. In late August, the brand released the third version of the app, incorporating several requested features: sort by designer, shopping cart, and social sharing. While these features are welcome additions, the wider efforts of the digital team deserve equal praise. Instead of releasing the new and improved app in a vacuum, Bergdorf timed “Shoes About the upgrade to coincide with a parallel digital Town” powered by effort, all building up to the re-launch of the Instagram launched Blog post announcing September 12, 2011 physical Shoe Salon on Two. On September 12, app upgrade Bergdorf introduced the Instagram-powered Shoes About Town map, which displays user submitted, geo-tagged images of footwear over a stylized map of Manhattan. In this instance, Bergdorf demonstrated a mobile strategy that integrated disparate efforts, experimented with an emerging platform, and revitalized an aging asset. © L2 2012 L2ThinkTank.com 37
    • Want to know more about your brand’s Mobile IQ? CONTACT USMobile IQTeAMSCOTT GALLOWAY MAUreen MULLen 100 restaurants. Since then she has provided creative directionClinical Professor of Marketing, nYU Stern L2 for a wide array of clients, including the launch of Kidville andFounder, L2 CosmoGIRL! magazine. Christine received a B.A. in Economics Maureen leads L2’s research and advisory practice where she and Journalism from the University of Connecticut and an M.B.AScott is a Clinical Professor at the NYU Stern School of Business helped develop the Digital IQ Index®. She has benchmarked the from NYU Stern.where he teaches brand strategy and luxury marketing and is the digital marketing, e-commerce, and social media efforts of morefounder of L2, a think tank for prestige brands. Scott is also the than 300 brands across pharma, auto, luxury, specialty retail,founder of Firebrand Partners, an operational activist firm that beauty, and the public sector. Maureen also has led digital strategy JeSSICA BrAGAhas invested more than $1 billion in U.S. consumer and media consulting engagements for a variety of Fortune 1000 clients. L2companies. In 1997, he founded Red Envelope, an Internet-based Before joining L2, Maureen was with Triage Consulting Group and Jessica, a freelance art director, specializes in identity, iconog-branded consumer gift retailer. In 1992, Scott founded Prophet, a led managed care payment review and payment benchmarking raphy, event graphics, and invitations. She began her career inbrand strategy consultancy that employs more than 120 profes- projects for hospitals, including UCLA Medical Center, UCSF, and fashion, designing textiles and prints at Elie Tahari’s studio in Newsionals in the United States, Europe, and Asia. Scott was elected HCA. Maureen has a B.A. in Human Biology from Stanford Univer- York City, and then focused on the Elie Tahari brand aesthetic andto the World Economic Forum’s “Global Leaders of Tomorrow,” sity and an M.B.A. from NYU Stern. consistency in design across its many developing disciplines.which recognizes 100 individuals under the age of 40 “whose ac- Desiring to explore other facets of design, she went on to becomecomplishments have had impact on a global level.” JOn WeInBerG the art director of a small, prestigious design firm in Chelsea,Scott has served on the boards of directors of Eddie Bauer L2 where she focused on event graphics, digital and print collateral,(Nasdaq: EBHI), The New York Times Company (NYSE: NYT), and brand aesthetics for companies both large and small. Jessica Jon Weinberg began his career as a strategist andGateway Computer, eco-America, and UC Berkeley’s Haas School holds a B.F.A. in Graphic Design, and an A.A.S. in Illustration from copywriter at The Moderns, a boutique Manhattan-basedof Business. He received a B.A. from UCLA and an M.B.A. from Rochester Institute of Technology. branding consultancy, where he worked with clients rangingUC Berkeley. from start-ups to Fortune 1000 corporations. While there, he managed digital strategy for both the firm and AArOn BUnGeCOLIn GILBerT its clients. Jon received an A.B. in Government with a L2L2 secondary in Near Eastern Language and Civilizations Aaron is a freelance graphic designer who specializes in print from Harvard University, where he served as an associateColin is a strategic consultant with more than three years of design, branding and identity, packaging, and web design. His editor for the Harvard International Review.experience working at the nexus of the public and private approach is both aesthetic and functional, characterized by clear,sectors. Serving as a principal at the Civitas Group in intelligent design appropriate to the project at hand. He began hisWashington, D.C., he helped lead research, advisory, and CHrISTIne PATTOn career tailoring projects for the Chinese, Australian, and U.S. mar-due-diligence engagements for a range of clients spanning L2 kets across multiple design disciplines and in multiple languages.technology start-ups, defense contractors, and government Aaron has a B.F.A. in Graphic Design from Iowa State University. Christine is a brand and marketing consultant with more thanagencies and specialized in matters pertaining to cloud 15 years of experience creating brand identities and marketingcomputing, cybersecurity, and online privacy. Colin received communications for aspirational and luxury brands. As creativea B.A. in History from Stanford University and an M.P .A. director of L2, she leads the translation of the L2 brand across allfrom the London School of Economics. While completing touchpoints, with a particular focus on the visual packaging of L2’shis graduate studies abroad, he worked with Accenture to research. She began her career at Cosí, where she developed theconstruct case material used to demonstrate the versatility brand and oversaw its evolution from concept through growth toof the firm’s Public Service Value (PSV) methodology.© L2 2012 L2ThinkTank.com 38
    • UPcOMINg EVENTS L2 Clinic MobileL2 is a think tank for digital innovation. 01.19.12 new York CityWe are a membership organization that brings together thought leadership 01.24.12 Parisfrom academia and industry to drive digital marketing innovation. L2 Lunch Identifying Facebook Super FansrE S E ar c H 02.23.12 new York CityDigital IQ Index®: The definitive benchmark for online competence, Digital IQ Index® reports scorebrands against peers on more than 350 quantitative and qualitative data points, diagnosing their L2 Clinic Mobile in APACdigital strengths and weaknesses. 03.02.12 ShanghaiEVENT SForums: Big-picture thinking and game-changing innovations meet education and entertainment. L2 Lunch Google+ vs. FacebookThe largest gatherings of prestige executives in North America. 03.06.12 Paris300+ attendeesClinics: Executive education in a classroom setting with a balance of theory, tactics, andcase studies.120 –180 attendees UPcOMINg rESEarcHWorking Lunches: Members-only lunches led by digital thought leaders and academics. DIGITAL IQ InDex® reports: PreSTIGe 100® reports:Topic immersion in a relaxed environment that encourages open discussion. Hospitality Brazil, Russia, India, China40 – 80 attendees Broadcast Media Facebook IQ MagazinesMBA Mashups: Access and introduction to digital marketing talent from top business schools.cON SULT INg UPcOMINg MEMBEr BENEFITSAdvisory Services: L2 works with brands to garner greater return on investment in digital initiatives.Advisory work includes Digital Roadmaps, Social Media Strategy, and Site Optimization engagements. Members Site: In the first quarter L2 will launch real-time tracking of digitalME MB E r S HIP metrics (vs. peers).For membership info and inquiries: membership@L2ThinkTank.com
    • A THInK TAnK for DIGITAL InnOvATIOn51 East 12th Street, 2nd FloorNew York, NY 10003W: L2ThinkTank.come: info@L2ThinkTank.com © L2 2012 L2ThinkTank.com