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L2′s first Index of European Specialty Retail brands assesses and ranks the digital aptitude of 55 brands across the five E.U. markets in Western Europe and the United States.
Brands were measured on 350 data points across four dimensions: Site, Digital Marketing, Social Media, and Mobile and assigned a Digital IQ and a corresponding class of Genius, Gifted, Average, Challenged, or Feeble.
The IQ distribution reveals a significant bifurcation in digital competence, as nearly half of the brands were categorized as Challenged or Feeble. Retailers with lower average price points performed better, suggesting high-end retailers are still hesitant to embrace digital channels.