The 3rd Annual Retail Personalization Index

Which brands give consumers the best cross-channel experiences? 250 retail and ecommerce companies were evaluated. Only 100 made the cut. We asked 1500 consumers and ranked retailers based on how they perform in the wild.

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Beauty best practices and recommendations

While Sephora ranks #1 on our list three years running, beauty retailers have unique challenges. This guide is specially outfitted with recommendations for the MACs, Benefits and Lancomes of the world.

beauty
Department + Marketplace best practices and recommendations

Traditional department stores often struggle with ecommerce, while their digital-first counterparts have just as difficult a time going offline. Get these best practices for bridging the gap.

department
Fashion + Apparel best practices and recommendations

While many fashion retailers understand the need for personalization, competition has never been steeper. This guide covers strategies for triggers, an area many retailers have failed to advance.

fashion
Jewelry best practices and recommendations

Sailthru is here to help with best practices and strategies for how jewelry retailers can up their game with this guide.

jewelry
Luxury best practices and recommendations

The 2019 index exposes the challenges of translating the luxury experience to digital. Download this guide for high-impact strategies specifically curated for luxury retailers.

luxury
Sporting + Outdoor best practices and recommendations

Sporting goods and outdoor retailers can offer consumers something Amazon can’t: Expertise. In this guide, we explore the unique opportunities brands like REI, Nike and Patagonia have to create loyalty.

sporting
2019 Rank Brand Email Web Mobile Offline Other Total
1 18 23 20 8 10 79
Industry:Beauty + Health
2018 Rank: #1
Company Filing:Private
Founded:1970

Sephora

Sephora, the French-founded chain that carries over 300 beauty brands (including its own award-winning line) came in at number one on the Index for the third year in a row. Online, Sephora consistently delivers flawless unified customer profiles across every channel. In store, the beauty retailer continues to push the envelope with on-brand events and innovative customer service — incorporating a ‘Color Up Close’ program for its staff this year, with daily virtual learning lessons on inclusion. Sephora also leads the pack on sustainability initiatives with its new ‘Clean at Sephora’ strategy for natural-based beauty products.

Why we love Sephora

  • Best-in-class mobile app with in-store, site and mobile connectivity
  • Tri-tiered, generous Beauty Insider program with free gifts at every turn
  • Triggered emails, like back in stock and abandoned cart messages, all offer deep personalization
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Other:
18
23
20
8
10
2 21 18 18 8 12 77
Industry:Department + Marketplace
2018 Rank: #8
Company Filing:Public
Founded:1901

Nordstrom

Nordstrom, which first opened its doors in 1901, hasn’t abandoned its brick-and-mortar roots. While many brands on the Index are expediting store closures, the luxury department store will soon unveil a seven-story women’s store in Manhattan. The retailer, renowned for its white-glove service, evolved its digital offering in 2018, landing it six spots on the Index for intelligent homepage personalization, ‘we think you’ll love’ product recommendations and trending location-based style inspiration.

Why we love Nordstrom

  • Well-designed product filtering options
  • Engaging in-store shoppers with location-based services
  • Integration of in-store and digital channels
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21
18
18
8
12
3 19 22 19 3 10 73
Industry:Department + Marketplace
2018 Rank: #26
Company Filing:Private
Founded:2009

Rent the Runway

Rent the Runway jumped 23 spots on the index this year for its approach to personalization. The brand that paved the way for rental e-commerce clothing, launched in 2009, is now valued at $1 billion. After securing a $125 million investment in March, Rent the Runway opened its fifth (and largest) physical location in San Francisco. The rent-to-wear brand has expanded its product offering, from high-end evening gowns to women’s office apparel and now to casualwear. RTR’s model has traditional retailers taking note — with brands like Express launching subscription-based services last year.

Why we love Rent the Runway

  • Social images provided by users complement in-depth clothing reviews
  • Most robust and intelligent customer profile settings on the Index
  • Editorial guides are comprehensive, full of style tips and on-brand curation
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19
22
19
3
10
4 18 21 16 6 7 68
Industry:Home
2018 Rank: n/a
Company Filing:Public
Founded:1978

The Home Depot

Whether you’re in the market for a new ceiling fan or a custom build out, over one million products, thousands of customer reviews, and hundreds of in-app videos await DIYers on Home Depot’s digital channels and 2,200+ stores. The big-box home improvement retailer has deeply invested in email personalization since our first Index in 2017 — scoring as high as Sephora this year in the category. The Home Depot uses both product and customer data to drive messaging across online and in-app channels, scoring it the number four spot on the Index and the only brand in its category to land among the top 25.

Why we love The Home Depot

  • Seamless product recommendations across every channel
  • Dynamic content for beginners and experts alike
  • ‘Frequently bought together’ and ‘related products’ ensure that DIYers never miss an important item at checkout
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18
21
16
6
7
5 15 22 14 8 8 67
Industry:Department + Marketplace
2018 Rank: #21
Company Filing:Public
Founded:1966

Best Buy

Best Buy leverages AI technology, both in-store and online, to ensure that customers never miss a beat, or an important accessory, on their orders. Its generous My Best Buy program rewards shoppers on all its platforms, while traditional services like The Geek Squad, offering tech and installation support, give the give the 53-year-old company a competitive advantage over e-marketplace retailers.

Why we love Best Buy

  • Generous My Best Buy rewards program
  • Well-timed push notifications with personalized product recs
  • Emails personalized by timing, frequency and products
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15
22
14
8
8
5 18 13 19 10 7 67
Industry:Shoes
2018 Rank: #14
Company Filing:Public
Founded:1969

DSW

Last year we highlighted DSW’s push to increase its in-store services, and this year the shoe retailer has outfitted ‘nail bars’ in seven locations. DSW hopes the pedicure service will increase loyalty between the brand and its 26 million members. The retailer onboards shoppers with a robust personalization quiz, followed by collaborative and attribute-based product recommendations that circulate the homepage and consumers inboxes.

Why we love DSW

  • Extensive onboarding quiz
  • Flawless and multi-faceted email personalization
  • Well-timed push notifications that complement the customer journey
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18
13
19
10
7
7 12 20 20 8 6 66
Industry:Beauty + Health
2018 Rank: #57
Company Filing:Public
Founded:1990

Ulta

Ulta, the beauty empire with products ranging from drugstore favorites to luxury makeup, impressed us this year with an optimized recommendation engine and beauty preference center that blew other cosmetic brands away. With competition like Sephora, the brand upped its personalization offering with individualized skincare regimens, hair product input based on your preferences, and generous ‘Ultamate’ rewards. Ulta has a dedicated page, Sparked, to ‘ignite your curiosity’ of the brands they carry, with each post tailored to its loyal shopper profiles.

Why we love Ulta

  • “Ultamate” rewards program showers shoppers with perks
  • Collaborative-filtered product recommendations
  • Personalized emails with relevant recommendations and offers
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12
20
20
8
6
7 15 14 18 7 12 66
Industry:Fashion + Apparel
2018 Rank: #3
Company Filing:Public
Founded:1970

Urban Outfitters

Consumers lined up to buy The Beatles cassette in the summer of 1964, the same way millennials flocked to Urban Outfitters to buy Taylor Swift’s cassette this summer. The lifestyle retailer might still be selling walkmans, but its digital strategy is anything but vintage. Coming in at number seven on the Index, the curation queen — Urban Outfitters — delivered an omnichannel experience with personalized emails, on-brand editorial, and a well-timed cadence to boast.

Why we love Urban Outfitters

  • Generous UO rewards program is the backbone of the brand’s omni-channel approach
  • 4.9-rated app with highly-curated feed
  • Dynamic, customizable filters make searching a bohemian breeze
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15
14
18
7
12
9 17 22 14 7 4 64
Industry:Sporting + Outdoor
2018 Rank: #10
Company Filing:Public
Founded:1949

Adidas

Adidas is crawling to the front of the pack, moving up one spot from 2018, on this year’s Index. The sneaker retailer has been building its relationship with shoppers through leveraging its expansive data points and organizing them on multiple channels for a succinct, omnichannel approach that’s paying off — as the brand’s gross margin is forecast to increase this year to around 52 percent.

Why we love Adidas

  • Expansive product search and filtering criteria
  • Robust communication preference center that’s applied on all channels
  • Ability to check in-store availability online
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17
22
14
7
4
9 18 22 13 1 10 64
Industry:Home
2018 Rank: #42
Company Filing:Public
Founded:2002

Wayfair

Digital-first furniture retailer Wayfair offers “zillions” of items, which are curated for customers with a mix of attribute-, behavior- and collaborative-based product recommendations. Wayfair goes beyond the basics, offering plenty of cool features, including home design experts, a mobile app that allows shoppers to visualize furniture in their homes with augmented reality, and
Wayfair Idea Boards (think Pinterest). The retailer offers a seamless shopping experience across every channel, which will soon extend offline. Wayfair just opened its first full-service brick-and-mortar store in Massachusetts.

Why we love Wayfair

  • AR-enhanced mobile app
  • Pinterest-style idea boards
  • Dynamic email recommendations
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18
22
13
1
10
11 20 19 17 4 3 63
Industry:Department + Marketplace
2018 Rank: #36
Company Filing:Private
Founded:2015

Thrive Market

Thrive Market, the natural food and organic e-grocer, launched a new personalization strategy at the beginning of the year — resulting in the most comprehensive onboarding quiz of any brand on the Index. As a result, the retailer reports an increase in returning users, less abandoned carts, and a rise in conversion rate. Hyper-personalized recommendations and intelligent shopping history make browsing Thrive Market as natural as its product offering.

Why we love Thrive Market

  • Generous and socially-conscious rewards program
  • Comprehensive onboarding quiz
  • Advanced product filters
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20
19
17
4
3
12 23 18 14 4 3 62
Industry:Department + Marketplace
2018 Rank: #50
Company Filing:Private
Founded:2013

Boxed

Boxed, the wholesale bulk-foods marketplace founded in 2013, jumped 38 spots on this year’s Index. Unlike other big-box retailers in its category, Boxed doesn’t charge a membership fee for its services, but it still offers shoppers the same carefully-curated pantry selection that they can seamlessly order and re-order online and on-the-go with the Boxed mobile app.

Why we love Boxed

  • Behavioral recommendations on email
  • Recommended for you section bridges categories
  • New Group Ordering feature allows customers to shop and receive product influences from friends, family, roommates and more (while saving on bundling)
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23
18
14
4
3
13 20 16 10 1 14 61
Industry:Department + Marketplace
2018 Rank: n/a
Company Filing:Public
Founded:2003

Revolve

Revolve Clothing, the fast-growing e-commerce retailer, will get you in a California state of mind with its editorially rich website, 4.9-star-rated app and enormous social following. The retailer makes high-fashion accessible with ‘complete the look’ and attribute-based product recommendations that feature over 500 brands, specially curated for each Revolve shopper.

Why we love Revolve

  • Ability to browse by brand, category, trending and curated products
  • Dashboard for recently viewed products and shopping history for easy re-ordering
  • High-quality editorial content that carries into on-brand messaging
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20
16
10
1
14
14 20 17 14 6 3 60
Industry:Fashion + Apparel
2018 Rank: n/a
Company Filing:Private
Founded:2011

Adore Me

Adore Me, founded in 2011, is revolutionizing lingerie with a subscription model. The ‘elite box’ allows customers to try on their stylist’s picks and send back what they don’t love, while the ‘shop your way’ option offers bra and underwear sets at $24. A comprehensive style quiz onboards new customers about their lifestyle, size, favorite color scheme and more, then follows up with highly personalized emails to find their next favorite box across seven categories — from swimwear to intimates.

Why we love Adore Me

  • Inspirational gift-guides and curated content
  • Attribute-based recommendations based on extensive onboarding quiz
  • Improved recommendations over time with elite membership
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20
17
14
6
3
14 18 19 18 0 5 60
Industry:Home
2018 Rank: #57
Company Filing:Private
Founded:2013

Chairish

Chairish, the digital marketplace for consignment furniture, homegoods and art, adds thousands of new location-based items each day for its 1.3 million monthly shoppers. Simple onboarding and browsing attribute-based item recommendations results in intelligently curated products sent straight to your inbox or the Chairish app. On the app, customers can use the augmented reality tool, View in Your Space, to make sure it’s the perfect addition to their home.

Why we love Chairish

  • 4.9-rated mobile app makes it easy to bid on curated items
  • Personalized emails with thoughtful send times
  • Beautifully designed website complete with decorating guides and personalized content
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18
19
18
0
5
14 12 18 20 6 4 60
Industry:Sporting + Outdoor
2018 Rank: #12
Company Filing:Public
Founded:1964

Nike

This year, the multinational corporation launched many new marketplace initiatives, including ‘Power’ interactive stores with Foot Locker and a subscription-based service for children under the age of 10 — to help parents pick the right size and ensure easy re-ordering as their children’s feet grow. The Nike app, one of the first on the app store, is a daily destination for brand loyalists and feels as unique as a personal-training sesh, complete with hyper-curated content and the entire Nike store at your fingertips.

Why we love Nike

  • Dynamic customer onboarding
  • Omnichannel approach to personalization including in-store interactivity
  • On-demand brand experts help customers shop based on their interests and tailored preferences
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12
18
20
6
4
14 17 17 16 5 5 60
Industry:Department + Marketplace
2018 Rank: #15
Company Filing:Private
Founded:2011

The RealReal

The RealReal shot up one spot on the list and continues to define the future of consignment shopping. The Real Real loyalists largely remain digital, with brick-and-mortar locations popping up in seven major cities, and interact with the brand through its intelligent recommendation engine, well-timed push notifications and highly curated emails.

Why we love The RealReal

  • Personalized homepages for each shopper
  • Top-notch preference center
  • High-quality editorial content
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Other:
17
17
16
5
5
18 18 15 13 5 7 58
Industry:Fashion + Apparel
2018 Rank: n/a
Company Filing:Public
Founded:2006

Boohoo

Boohoo, the U.K. fashion retailer, targets digital shopper’s with attribute and collaborative-based recommendations informed by hot and trending items. The fast fashion powerhouse excels at personalized email content with a generous loyalty and referral program. The Lust List allows shoppers to engage with Boohoo on multiple channels to rate, star and like their favorites. And speaking of multiple channels, Boohoo was a pioneer of in-app visual search, allowing shoppers to upload pictures and find the closest match.

Why we love Boohoo

  • Visual search on the app
  • ‘We think you’ll love’ and recently-viewed product recommendations on a simple dashboard
  • Warm onboarding emails with #doyourthing user-generated inspiration
  • ‘Shop by fit’ tab to easily browse the right style for your body type
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18
15
13
5
7
18 18 20 15 0 5 58
Industry:Department + Marketplace
2018 Rank: #5
Company Filing:Public
Founded:1995

eBay

Ebay, the online marketplace to list or buy nearly anything, was conceived with personalization at its core. The brand’s product-suggestion strategy is informed by advanced algorithms that have amassed a following of 182 million active users and an endless curation of product options to explore.

Why we love eBay

  • Advanced welcome series that contains browsed items and collaborative-based ‘explore more’ options
  • Community of user content structured around each product with reviews, user-generated images and advice
  • Endless product reviews inform shoppers and promote trust in eBay’s marketplace
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18
20
15
0
5
18 21 21 0 6 10 58
Industry:Fashion + Apparel
2018 Rank: #8
Company Filing:Private
Founded:2010

JustFab

JustFab revolutionized the way women shop trendy fashion in 2010 with its subscription-based model. Since then, the fast-growing digital retailer introduced a plus-size line and has focused on inclusivity campaigns that leverage the same near-perfect product recommendations on web and email. Customer onboarding features in-depth style quizzes and shoppers can subscribe for VIP perks to save money and receive styles they love each month.

Why we love JustFab

  • Personalized boutique tab with recommendations and styles built around your profile
  • Best-in-class email personalization with reward information and triggered messaging
  • JF Community blog with how-tos, beauty hacks and customer contests
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21
21
0
6
10
18 21 21 0 6 10 58
Industry:Fashion + Apparel
2018 Rank: #10
Company Filing:Private
Founded:2010

ShoeDazzle

ShoeDazzle, part of TechStyle Fashion Group’s family of fashion brands, starts personalizing the experience for shoppers on day 1, onboarding new customers with a style quiz to discover which shoe is most ‘you’. From there, ShoeDazzle continues to personalize at every turn, delivering some of the most impressive email personalization evaluated on the Index.

Why we love ShoeDazzle

  • Best in breed personalization
  • Stellar triggered messaging
  • Smart approach to content + commerce
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21
21
0
6
10
18 21 14 11 9 3 58
Industry:Beauty + Health
2018 Rank: n/a
Company Filing:Public
Founded:1977

The Vitamin Shoppe

Vitamin Shoppe impressed us this year and made it on the Index for stellar personalization across mobile, web and email. Customers are onboarded by providing health goals, allergies and dietary preferences, then the robust personalization engine recommends trending and attribute-based products that can be picked up at over 700 brick-and-mortar locations or managed on the VShoppe app.

Why we love The Vitamin Shoppe

  • Track Healthy Awards points and redeem savings as well as auto delivery subscriptions on the VShoppe app
  • Advanced filtering options to shop by category, brands or interests
  • Subject line personalization of email including abandoned and previously searched items
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21
14
11
9
3
23 21 20 0 6 10 57
Industry:Sporting + Outdoor
2018 Rank: #15
Company Filing:Private
Founded:2013

Fabletics

Fabletics, the active lifestyle retailer for women, puts digital first — even in its 34 brick-and-mortar locations. Customers use in-store tablets to filter Fab items by color and size, while exploring styling tips and additional collaborative-based recommendations. The brand’s flexible VIP membership program offers special sales, generous reward points and personalized, expert content based on a member’s interests, workouts and body type.

Why we love Fabletics

  • Thorough onboarding quiz for customer’s size, color and exercise preferences
  • ‘Shop the outfit’ and ‘you’ll also love’ product recommendations
  • ‘We curated these just for you’ emails
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21
20
0
6
10
24 17 21 10 6 2 56
Industry:Luxury
2018 Rank: #29
Company Filing:Private
Founded:1987

MATCHESFASHION

MATCHESFASHION, the 32-year-old luxury shopping brand, offers mens and womenswear from over 450 designers. Dynamic filters and a robust preference manager allow shoppers to set favorite designers, email frequency and product preferences. MATCHESFASHION’s ‘curator’ program allows subscribers to move through different levels, based on interaction with the brand, that result in a deeply personalized digital shopping experience.

Why we love MATCHESFASHION

  • Personalized emails contain tiered curator reward program information
  • Style Daily fashion report keeps users informed on trends and fashion news
  • Thoughtfully-timed push notifications, with a comprehensive preference center, tailor emails and message settings
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17
21
10
6
2
25 19 14 15 7 0 55
Industry:Department + Marketplace
2018 Rank: #22
Company Filing:Public
Founded:1986

Office Depot

Office Depot delivers personalized service at 1,400+ brick-and-mortar locations across the country and through its top tier digital properties. Dynamic filtering allows digital shoppers to browse an endless inventory of office supplies, while collaborative-based product suggestions make it easy to find what their looking for. ‘In-Store Mode’ on the app allows shoppers to check out on their phones, access special Rewards and even book appointments with technicians.

Why we love Office Depot

  • Collaborative-based product recommendations
  • Weekly Ad and generous rewards on the app
  • Powerful filtering formula online and ‘in-store mode’ for aisle information
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19
14
15
7
0
25 17 9 16 5 8 55
Industry:Fashion + Apparel
2018 Rank: #19
Company Filing:Private
Founded:1980

PacSun

L.A.-inspired retailer, PacSun, has been showcasing its youthful clothing for nearly four decades. The company stays true to its on-brand message and continues to curate its coveted brands, like Kendall & Kylie, as well as collections from other big brands on our list.

Why we love PacSun

  • Exclusive offers through its elegant app
  • Shop the look on its California-cool Instagram account
  • Unified customer profile across all channels
  • “Complete the look” and “you may also like” recommendations
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17
9
16
5
8
25 17 17 14 4 3 55
Industry:Department + Marketplace
2018 Rank: n/a
Company Filing:Public
Founded:1962

Saks Fifth Avenue

Saks Fifth Avenue, debuting on the Index this year, onboards shoppers with a quiz to pinpoint style, silhouette and color preferences, then makes collaborative-based product recommendations. The luxury department store extends its white glove service offering online using a robust search engine coupled with a digital personal shopper. Shoppers can then aggregate their curated product recommendations on a list to share with family and friends.

Why we love Saks Fifth Avenue

  • Dashboard for trending searches and recently-viewed items on the app
  • Collaborative-based product recommendations
  • Personalized style advice
  • Daily fashion inspiration from trending searches
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17
17
14
4
3
25 13 21 12 6 3 55
Industry:Department + Marketplace
2018 Rank: #3
Company Filing:Public
Founded:1962

Walmart

This year, the largest retailer in the world dropped from third to a tie for 25th on the Index. Retail technology is the foundation of Walmart’s incredible customer reviews and product recommendation engine, however other brands are catching up. As the retailer continues to grow, with subsidiaries like Jet.com and two acquisitions in 2019 that deal in AI and ecommerce, we’re excited to see what the future holds for Walmart and its personalization strategy.

Why we love Walmart

  • Regional product alerts showcase trending items
  • Behavior-based product recommendations
  • Intelligent in-store features for omni-channel shopping
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13
21
12
6
3
29 20 15 12 2 5 54
Industry:Beauty + Health
2018 Rank: n/a
Company Filing:Private
Founded:1999

Bodybuilding.com

Bodybuilding.com makes your transformation its passion with a mobile app that enables shoppers to quickly reorder from the largest online supplement store in the world. Over 60 training programs, spanning from boxing to HIIT, are designed by fitness experts for beginners and experts alike. It begins with a robust onboarding process that informs collaborative-based recommendations based on your browsing behavior, spending activity and interests. The subscription-based workout plans can help members meet their goals in no time, whether it’s at the gym or in their living room.

Why we love Bodybuilding.com

  • User-centric app with tips and digital support from professionals
  • Expert content spanning from beginner to expert level
  • Well-timed emails that incorporate customer’s interests and goals
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20
15
12
2
5
29 21 10 9 8 6 54
Industry:Pets
2018 Rank: #24
Company Filing:Private
Founded:1986

PetSmart

Petsmart is the one-stop shop for pet parents, offering in-store services like boarding, grooming, training and vet care. The well-equipped website acts as both an educational resource and a shopping experience rolled into one. Creating a pet profile means customers receive guides from the app and shop for the specific needs of their pet’s breed, size, fur type and even quirky traits. Customers can play the in-app game while they wait for their furry friend, earning stars that translate into coupons and major Pet Perks rewards.

Why we love PetSmart

  • Advanced product recs for your four-legged family member
  • Well-designed app with same-day pickup at over 1,500+ stores
  • Blog and pet parenting advice
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21
10
9
8
6
29 19 17 11 3 4 54
Industry:Department + Marketplace
2018 Rank: n/a
Company Filing:Private
Founded:2009

thredUP

thredUP, founded in San Francisco in 2009, is one of the largest online consignment and thrift store sites on the marketplace. Customers can customize preferences for over 35,000 brands with new items added every hour, including popular names from our Index like Lululemon and Anthropologie. Both J.C. Penney and Macy’s know second-hand clothing is the future of retail and teamed up with Thredup recently to join the ‘resale revolution’ — they’ll carry thredUP consignments in their brick-and-mortar locations. Navigating the website is as simple as setting your favorite brands and inputting your size on Thredup’s robust preference manager.

Why we love thredUP

  • Simple ‘Clean Out Kit’ with free shipping (if your clothes aren’t accepted Thredup donates them and $5 to charity).
  • Omnichannel onboarding process that learns your favorite designers and size preferences
  • Highly personalized homepage with nuanced collaborative and attribute-based recs
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19
17
11
3
4
32 13 14 17 6 3 53
Industry:Beauty + Health
2018 Rank: #36
Company Filing:Private
Founded:2011

Dollar Shave Club

Dollar Shave Club has evolved leaps and bounds since its inception in 2011 with the subscription-based razor. The Unilever subsidiary now sells over three dozen products to 4 million members and provides a-la-cart items on its gorgeously designed and personalized website. In July, the company launched the Get Ready campaign, featuring men of different races, ages, and identities getting ready in unique ways — Dollar Shave knows humor sells, and so does inclusion.

Why we love Dollar Shave Club

  • Helpful content in the form of its recently launched online magazine, MEL
  • Membership plans are easy to cancel and offer major product discounts
  • Elegant UX design
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13
14
17
6
3
32 19 13 9 7 5 53
Industry:Shoes
2018 Rank: #62
Company Filing:Private
Founded:1960

Famous Footwear

Famous Footwear, founded in 1960 and now part of the Caleres family of brands, has over 1,000 brick-and-mortar stores across the country, making it easy for customers to quickly locate their nearest location for in-store pickup of online orders — usually within two business hours! The ‘Just for You’ section of the homepage displays fabulous recommendations based on the customer’s preferences, while a generous welcome series provides email discounts based on those recs.

Why we love Famous Footwear

  • Ample Reward Cash for interacting with the brand and during your entire birthday month
  • Trend Shops features the hottest styles and designers based on your search history
  • Well-timed push notifications with exclusive in-app offers
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19
13
9
7
5
32 17 13 10 5 8 53
Industry:Fashion + Apparel
2018 Rank: #50
Company Filing:Private
Founded:1984

Forever 21

The fast-fashion brand, Forever 21, earns an estimated $4.4 billion in sales from its flawlessly designed app, website and over 600 brick-and-mortar locations. Attribute-based product recommendations organize the brand’s extensive jean, accessory and footwear inventories, while thoughtfully-timed push notifications and a ‘fit rating’ feature launched the retailer 17 spots ahead on this year’s Index.

Why we love Forever 21

  • Abandoned cart series with intelligent product recommendations
  • Personalized emails with individualized send times
  • Content-rich blog incorporating social input and imagery from customers
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13
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5
8
32 16 18 15 2 2 53
Industry:Department + Marketplace
2018 Rank: #17
Company Filing:Private
Founded:2000

Shopbop

Shopbop, launched in 2000, provides a highly-curated browsing experience. It onboards users by asking their preferences out of a library of 800+ designers. Daily lookbooks and easy account sharing with Amazon, its parent company, set this retailer apart from its competitors. Like Amazon, the recommendation engine is advanced and complete with styling how-tos as well as a ‘my hearts’ tab to keep track of everything you love.

Why we love Shopbop

  • Low inventory alerts on your hearted fashion picks (plus, Prime shipping benefits!)
  • Elegant sidebar to compare items across categories
  • Highly-curated browsing experience complete with attribute-based recommendations across mobile and web
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16
18
15
2
2
36 9 21 11 7 4 52
Industry:Fashion + Apparel
2018 Rank: #90
Company Filing:Private
Founded:1992

Anthropologie

Anthropologie offers a fresh feature to the typical digital offering with its ‘Custom Furniture Experience,’ an augmented reality tool on its 4.9-star app. The website boasts amazing social content with similar look recommendations from users as well as a preference manager that allows customers to program their sizes across different categories.

Why we love Anthropologie

  • Dress Shop features inspiration for all occasions
  • Warm onboarding emails and just-for-you offers
  • “Shop the look” product recommendations
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9
21
11
7
4
36 13 18 13 2 6 52
Industry:Luxury
2018 Rank: n/a
Company Filing:Public
Founded:2007

Farfetch

Farfetch, the marketplace for high-end and designer labels, brought home $345 million in revenue last year. The website onboards new customers with a favorite designer quiz to customize emails with attribute-based recommendations and personalized push notifications for mobile shoppers. Customer preferences fuel product recommendations across its web and mobile channels.

Why we love Farfetch

  • Fabulous ‘complete the look’ recommendations
  • Notifications for out of stock and preview items
  • ‘The Daily’ blog and curated content
  • Same-day service for outfit deliveries (LA, NYC and Miami)
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18
13
2
6
36 9 18 10 7 8 52
Industry:Fashion + Apparel
2018 Rank: #98
Company Filing:Public
Founded:1947

H&M

H&M, the beloved European fast-fashion retailer, jumped 61 spots on the Index this year with its innovative omnichannel offering. Digital services include uploading your own photos to find similar items on the app, which can recognize patterns, styles and colors to aggregate comparable in-store clothing. The site onboards users with extensive size, style and color preferences then follows up with a digital personal shopper to help customers navigate the store based on its recommendations and their favorited items.

Why we love H&M

  • Scan and find feature on in-store mode
  • ‘Hot Right Now’ section on homepage
  • Well-timed push notification and daily deals
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18
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7
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36 9 17 17 6 3 52
Industry:Sporting + Outdoor
2018 Rank: #79
Company Filing:Public
Founded:1998

Lululemon

Founded in Vancouver B.C. in 1998, the first lululemon athletica store was inspired by its yoga studio setting. Today the app has a whopping 4.9 stars on the iOS app store. The ‘Sweat Collective’ is more than just a loyalty program and boasts access to in-store events, workout programs and the option to join its global yoga ambassador program for 20, 45 or 60-minute yoga classes.

Why we love Lululemon

  • Ability to check inventory at your local store
  • Robust email preference manager based on customer’s interests
  • Inspiring user-generated content and behind-the-scenes videos of Lulu gear
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9
17
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6
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36 8 19 12 7 6 52
Industry:Department + Marketplace
2018 Rank: #73
Company Filing:Private
Founded:2000

Newegg

Newegg, founded in 2000, is among the largest electronic retailers in the world with over four million customer reviews. The brand knows how to customize its homepage for every type of user, whether they’re into programming, electronics or gaming — the Daily Deals section always includes a relevant item.

Why we love Newegg

  • Various notifications for Daily Deals with customizable cadence
  • Ability to set price alerts for specific items
  • Generous Egg points rewards program
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8
19
12
7
6
36 14 13 14 5 6 52
Industry:Accessories + Jewelry
2018 Rank: n/a
Company Filing:Private
Founded:2010

Warby Parker

Warby Parker invested deeply in an AI-powered personalization strategy to increase sales and nurture relationships with its customers. The brand has all the bells and whistles, like its augmented reality ‘Home Try-On’ program, meaning many customers never need to step into a brick-and-mortar location. The onboarding preference quiz narrows down the best options and then intelligent cadence, coupled with a deep understanding of the customer journey, sends well-timed nurture emails full of frames that’d look great on you. Oh, did we forget to mention? For every pair of glasses sold, Warby Parker distributes a pair to someone in need.

Why we love Warby Parker

  • Curated playlist on the app while you shop
  • Intelligent collaborative-based product recommendations
  • Well-timed push notifications
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14
13
14
5
6
42 21 14 9 3 4 51
Industry:Shoes
2018 Rank: n/a
Company Filing:Private
Founded:1972

Aldo

Aldo’s lookbooks and style inspiration complement a personalized shopper profile, with in-store product availability and emails based on shoe size and browsed items. Aldo also recently announced that it will partner up with Rachel Zoe to debut women’s shoes, handbags and footwear for the designer — with loyalists lining up to preview the collection, which is set to debut in the spring.

Why we love Aldo

  • Hyper-specific search filters
  • Warm birthday emails
  • Intelligent ‘complete the look,’ ‘more to match’ and collaborative-based product recommendations
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14
9
3
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42 13 18 14 2 4 51
Industry:Department + Marketplace
2018 Rank: #65
Company Filing:Public
Founded:2014

Jet.com

It’s been three years since Walmart acquired Jet.com and the brand recently announced the creation of a new retail marketing team, we’re excited to see what that means for Jet’s personalization offering. The big-box marketplace offers a seamless experience on all channels, making it easy to reorder with ‘smart-cart’ pricing, including deep discounts for bundling. The brand has expanded over the years to include fashion, beauty and home products in addition to its pantry supplies.

Why we love Jet.com

  • Recommendations on homepage informed by browsing history
  • Easy reordering with two-day delivery
  • What’s trending section inspires browsing and new product finds
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18
14
2
4
42 15 15 11 8 2 51
Industry:Home
2018 Rank: #33
Company Filing:Public
Founded:1946

Lowe's

The home-improvement retailer, grossing $68.6 billion, has invested deeply in personalization. Lowe’s consistently performs across mobile, web and email with digital shopping features like annotated images, 360-degree product spins and helpful DIY advice both in-store and online. Location-based services allow customers to see top sellers in their area, providing contextually relevant and personalized collaborative-based recommendations.

Why we love Lowe's

  • Intelligent aisle information and store hacks for every location
  • ‘Quick List’ feature to add products or notes with annotations on the app
  • User-generated DIY and remodeling project recommendations
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15
15
11
8
2
42 11 15 15 6 4 51
Industry:Department + Marketplace
2018 Rank: #65
Company Filing:Public
Founded:1946

Target

Target had a blowout quarter, with its stock hitting a record high in August. The brand is doing a great job at bridging the in-store and digital divide, despite many legacy physical retailers lagging behind on innovation. Target provides a seamless omnichannel shopping experience and its robust recommendation engine suggests products you didn’t even know you needed.

Why we love Target

  • Product recommendations based on your browsing history
  • Beacons engage in-store app users
  • “Customers ultimately bought” recommendations provide accurate products
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11
15
15
6
4
46 17 19 0 7 7 50
Industry:Fashion + Apparel
2018 Rank: n/a
Company Filing:Public
Founded:1983

Chico's

Chico's, the women's retail chain founded in 1983, offers a generous loyalty program called Passport where customers acquire points for engaging with the brand. ‘How to wear it’ and ‘you may also love’ recommendations complement its personalized email content.

Why we love Chico's

  • ‘These new styles? All yours’ product recommendations on the homepage
  • Communication preference center
  • Personalized abandoned cart emails
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19
0
7
7
46 13 11 15 4 7 50
Industry:Department + Marketplace
2018 Rank: #33
Company Filing:Public
Founded:1884

Marks & Spencer

Marks and Spencer, the publicly-traded U.K. retailer, recently announced a partnership with the Duchess of Sussex, Meghan Markle, to launch a workwear campaign for women. The mature brand, going on 136 years old, packs a personalized punch with its ‘just for you’ section, Sparks exclusive member club and search-and-find feature for in-store shopping.

Why we love Marks & Spencer

  • ‘Why not try’ and other collaborative-based recommendations on the homepage
  • Unique email send times with personalized content
  • Virtual assistant helps you locate items on the app
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11
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4
7
48 8 15 12 10 4 49
Industry:Fashion + Apparel
2018 Rank: #6
Company Filing:Public
Founded:1977

American Eagle Outfitters

American Eagle knows its target Gen-Z demographic is on social, which is why the brand created a seamless omnichannel approach for customers to stay AEO Connected. Reviews and hashtags complement the brand’s digital-forward customer journey with Siri shortcuts and AE playlists built into the app for a fully on-brand shopping experience.

Why we love American Eagle Outfitters

  • ‘More looks to love' and 'recently viewed' recommendations
  • Robust message center with inspiration, trends and events
  • Pricing and promotional alerts set for customer’s specific location
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4
48 12 12 9 8 8 49
Industry:Sporting + Outdoor
2018 Rank: #79
Company Filing:Public
Founded:1948

Dick's Sporting Goods

Dick’s Sporting Goods offers customers highly-personalized content and items based on their hobby and sport preferences. The brand awards ScoreCard points for achieving activity goals that translate to deep discounts and rewards, personalized coupons and offers, as well as recommendations on all the gear customers need (and definitely want).

Why we love Dick's Sporting Goods

  • Reward points integrate with fitness trackers like Garmin and Fitbit, translating to major savings for hitting your goals
  • ‘You may also like’ collaborative product recommendations
  • ‘Just for you’ curated section in emails with personalized send times
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12
12
9
8
8
48 16 21 1 9 2 49
Industry:Fashion + Apparel
2018 Rank: n/a
Company Filing:Public
Founded:1996

LOFT

Loft, a newcomer on the list, scored well for its UX and robust product recommendation engine. The brand features in-store pickup with text alerts at hundreds of brick-and-mortar locations across the country while its digital shopping experience onboards customers to set category preferences and communication frequency. The homepage pushes trending items and ‘ways to wear it’ collaborative-based recommendations.

Why we love LOFT

  • Generous ALL rewards program
  • Well-designed product filtering options
  • Well-timed email cadence
  • Robust preference center
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21
1
9
2
51 11 18 9 7 3 48
Industry:Fashion + Apparel
2018 Rank: #29
Company Filing:Public
Founded:1892

Abercrombie & Fitch

Abercrombie & Fitch is one of the oldest brands on the list at 127 years old, but the American lifestyle retailer has effectively modernized its digital marketing channels. The homepage asks for a customer’s clothing and communication preferences right away, prompting well-timed emails and collaborative-based recommendations. The music channel on the app transports you inside the brick-and-mortar atmosphere, notorious for its fit ‘brand representative’ models and stylishly ripped denim.

Why we love Abercrombie & Fitch

  • ‘There’s more to see’ product recommendations
  • Perk-filled A&F Club rewards program
  • Robust communication preference center informs digital customer experience
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9
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51 9 19 12 6 2 48
Industry:Home
2018 Rank: #17
Company Filing:Public
Founded:1971

Bed Bath & Beyond

Bed Bath & Beyond, the mecca for home lovers, now offers a subscription service — for $39 a year members receive its customer favorite 20% off coupon with every purchase. The brand boasts shop-ahead service from over 1,550+ locations around the country. Extensive customer reviews coupled with collaborative-based recommendations pave the way for a strong omnichannel approach.

Why we love Bed Bath & Beyond

  • Omnichannel ability to manage and redeem offers
  • Same-day delivery with location and name personalization on homepage
  • Ideas board for collecting inspiration and on-screen annotation of items
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19
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51 11 14 9 7 7 48
Industry:Fashion + Apparel
2018 Rank: #46
Company Filing:Private
Founded:1818

Brooks Brothers

Brooks Brothers, a luxury retail brand originally famous for its ready-made suits, began working with an AI firm in 2018 to modernize its offering. This powers everything from its personalized recommendations on summer pastels and oxford shirts, to its iconic American-style online magazine.

Why we love Brooks Brothers

  • Expansive product reviews generated by customers
  • Early access to sales with My Brooks Rewards program
  • White-glove customer service
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9
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51 19 16 3 4 6 48
Industry:Beauty + Health
2018 Rank: #2
Company Filing:Public
Founded:1976

The Body Shop

The British cosmetics and skin care company, The Body Shop, was founded in 1976 and now sells its products in more than 65 countries. Its robust search engine, coupled with a strong approach to email personalization lends to a seamless experience of collaborative and user-based recommendations. The retailer stores product preferences and delivers them in on-brand emails, using a wide variety of ‘Love Your Body’ rewards and exclusive offers.

Why we love The Body Shop

  • Charitable push from the brand to donate a portion of customers “Love Your Body” rewards to charity
  • Robust retargeting campaigns with “recommendations for you”
  • Preferences for customer skin type
  • Tips and advice-based content for specific customer’s profile
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51 16 15 1 9 7 48
Industry:Home
2018 Rank: n/a
Company Filing:Public
Founded:1971

West Elm

West Elm, founded in 2001 and a subsidiary of Williams-Sonoma, is famous for its traditionally modern and elegant home furnishings. The brand recently partnered up with Rent the Runway to begin high-end home furnishing rentals at $159 per month to RTR members. West Elm stands out from the home furnishing pack with its interactive desktop tool that makes it fun to furnish and customize each room of your house.

Why we love West Elm

  • ‘Top picks for you’ section leverages browsing and shopping history
  • Robust email preference center
  • Custom alerts for new arrivals, sales and inspiration
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15
1
9
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56 10 21 12 0 4 47
Industry:Department + Marketplace
2018 Rank: #50
Company Filing:Public
Founded:1994

Amazon

While Amazon didn’t place in the top 50, which is largely due to an unpersonalized email strategy, the big-name retailer received a nearly perfect website score. Over the years, Amazon drove home collaborative-based filtering and established trust for third-party products in an enormous marketplace through capitalizing on customer reviews. The brand boasts a strong experience and appears to be open to more omnichannel opportunities with its two cashier-less physical shops in Seattle.

Why we love Amazon

  • Push notifications with customized messaging
  • ‘Outfit Compare’ function on the app
  • Best-in-class collaborative-based product recommendations
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21
12
0
4
56 6 20 13 5 3 47
Industry:Department + Marketplace
2018 Rank: #57
Company Filing:Public
Founded:2000

ASOS

ASOS, a popular British fashion brand, aims to inspire young adults through curated brand selections, trend exclusives on the app, and aspirational catwalk videos. The preference quiz onboards new customers then quickly suggests ‘buy the look’ recommendations. ASOS recently launched a subscription-based premier service, which gives members free two-day shipping and access to collection previews, among other perks.

Why we love ASOS

  • ‘Occasion edits’ for outfit inspiration
  • Recommended fit and style based on shopper data and customer reviews
  • High-fashion editorial and on-brand video content at a fraction of designer prices
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56 14 14 13 2 4 47
Industry:Crafts + DIY
2018 Rank: #26
Company Filing:Private
Founded:2010

Bluprint

Whether you want to learn a new hobby or hone your craft, Bluprint (formerly Craftsy) can help customers make something amazing. The new app and website boasts all the same content and user libraries with a monthly subscription or annual service.

Why we love Bluprint

  • Well-incentivized referral program
  • Exclusive web series with membership
  • User-friendly app
  • On-demand inspiration in the form of editorial and video content
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14
13
2
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56 12 13 16 1 5 47
Industry:Fashion + Apparel
2018 Rank: n/a
Company Filing:Private
Founded:2006

Fashion Nova

Fashion Nova, founded in 2008, is one of the most-searched retail brands on the internet. The social media and ecommerce platform curates the newest and most popular trends for both men and women with its @FashionNova posts on Instagram and Twitter. Last year, it launched a popular product line with Cardi B and this year it announced a new collection of gym-wear for men, the campaigns have left Fashion Nova’s 16.3 million followers drooling in the comments section.

Why we love Fashion Nova

  • Uber-specific search filters
  • Email alerts for products when a customer’s size is selling out fast
  • High engagement with social channels and ability to shop on Instagram
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13
16
1
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56 20 8 10 7 2 47
Industry:Fashion + Apparel
2018 Rank: #65
Company Filing:Public
Founded:1981

Guess Jeans

Guess, founded in 1981, is known for its form-fitting denim. This month, the brand declared that it will reintroduce GUESS Sport, a sport-fashion line that’s an homage to the 90’s. Guess improved its personalization strategy in time for this year’s Index with a personal stylist function and a quiz on the app that allows customers to set their style profile by adding favorite items, over time these actions will improve the ‘just for you’ tab.

Why we love Guess Jeans

  • Location-based sales and nearby events
  • Spin to win once per day for new styles and bonus reward points
  • ‘More to love’ product recommendations
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8
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56 16 11 13 1 6 47
Industry:Department + Marketplace
2018 Rank: n/a
Company Filing:Private
Founded:2011

Poshmark

Founded in California in 2011, Poshmark has a valuation of $600 billion and shows no sign of slowing down. Sophisticated onboarding takes customers through samples from the 7,000 brands it carries to better segment the style alerts and product recommendations. Poshmark also stores a customer’s dress and shoe size to send alerts when stock is running low on items they’ve browsed.

Why we love Poshmark

  • Virtual Posh Parties allow on-brand shopping experiences with fellow digital customers
  • Customers can sell their clothes on the app and earn cash, while browsing the style of other Poshers
  • Ability to request a digital stylist
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11
13
1
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56 21 15 0 6 5 47
Industry:Shoes
2018 Rank: n/a
Company Filing:Public
Founded:1978

UGG

UGG, with an estimated 1.8 billion in revenue, famously catapulted sheep-skin shoes to mainstream popularity in the U.S. in 1978. The brand sends extremely personalized emails based on location and weather, as well as spot-on recommendations in abandoned cart and marketing emails.

Why we love UGG

  • Extensive customer reviews compliment the digital buying process
  • Curated, editorial-style content
  • ‘How to wear it’ inspiration
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15
0
6
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63 17 14 9 4 2 46
Industry:Department + Marketplace
2018 Rank: n/a
Company Filing:Public
Founded:2005

Etsy

With an estimated $603.7 million in revenue, Etsy crafts its global marketplace of handmade goods like jewelry, art, clothing, and furniture to inspire creatives around the world. Etsy has more than 29 million members, which means that while there is almost certainly something for everyone… it may be difficult to find. However, the retailer does a great job curating its massive selection with relevant recommendations and a “recently viewed” dashboard on the homepage. Customers join over 29+ million global members to find the perfect gift or handmade addition for their home.

Why we love Etsy

  • Consistent brand message and voice to reimagine commerce
  • ‘You may also like’ product recommendations
  • ‘Recently viewed’ and abandoned item dashboard on the homepage
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9
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63 10 16 12 5 3 46
Industry:Fashion + Apparel
2018 Rank: #98
Company Filing:Public
Founded:1969

Gap

Gap, jumping 34 spots on our Index, has a lot to celebrate — including its 50th birthday. The retailer commemorated the event with a limited-edition ‘Denim Through the Decades’ launch — customers can shop the line at more than 3,500 Gap locations. The brand’s ‘We Know You’ll Love’ section curates recommendations based on a shopper’s previous browsing behavior, liked items, and purchases.

Why we love Gap

  • ‘Just-in picks for you’ on the homepage
  • Attribute-based recommendations and personalization in email
  • Sophisticated communication preference center
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63 8 17 13 6 2 46
Industry:Pets
2018 Rank: #19
Company Filing:Private
Founded:1965

Petco

Petco treats you and your pet like family on web, mobile and email. The pet care retailer serves Pet Parents in over 1,500 brick-and-mortar shops across the country and recently announced a rapid growth plan to expand its in-store, full-service veterinary hospitals. Scheduling repeat deliveries of your pet’s favorite products and managing collaborative-based product recs is simple in the Pet Parent Partner, the app makes it easy to treat your furry friend like royalty.

Why we love Petco

  • Attribute-based product recommendations based on your pet’s profile and purchase history
  • Generous samples and Pals Rewards for pet birthdays
  • Engaging content based on pet species, breed and behavior
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8
17
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6
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66 13 19 1 9 3 45
Industry:Fashion + Apparel
2018 Rank: n/a
Company Filing:Public
Founded:1954

Ann Taylor (Ascena)

Ann Taylor, renowned for its work attire for women, is part of Ascena Retail Group. The brand makes its first appearance on the Index for solid personalization across email and web. The site heavily leverages customer reviews for attribute-based recommendations and trending products. Digital stylists can create personal lookbooks sent straight to email or customers can book appointments in-store or on the phone to connect with a stylist.

Why we love Ann Taylor (Ascena)

  • Customers can shop online and pick up in-store at hundreds of locations
  • Live chat with a stylist
  • Robust email preference center
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19
1
9
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66 13 11 7 7 7 45
Industry:Home
2018 Rank: #57
Company Filing:Public
Founded:1943

IKEA

IKEA has been a global staple since 1943, with new couples, college students and well, just about everyone, flocking to its elegantly affordable home furnishing model. The store thrives at brick-and-mortar commerce but Ikea has done an impressive job at bridging the digital divide with a well-appointed app and effective UX design.

Why we love IKEA

  • App updates with local events and new products
  • Generous IKEA Family rewards and loyalty points included in brand emails
  • ‘Coordinating product’ suggestions make sure you don’t miss related items at digital checkout
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11
7
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66 11 14 10 8 2 45
Industry:Department + Marketplace
2018 Rank: #42
Company Filing:Public
Founded:1858

Macy's

Macy’s, one of the oldest department stores in the U.S., has continually modernized its digital approach. The store incorporated a smart scan feature and a photo-based Snap & Shop feature, helping customers bridge the gap between digital and in-store shopping without losing the personalization of Macy’s historic white glove offering. Customers can order on the app for same-day pick up in over 600 locations or use Scan and Pay, to check themselves out on the spot without a cashier.

Why we love Macy's

  • Generous Star Rewards program offers omnichannel point opportunities
  • Create personalized style boards to share with friends and inform customer recommendations
  • Price alerts for discounted products in push notifications
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10
8
2
66 12 13 11 5 4 45
Industry:Fashion + Apparel
2018 Rank: #36
Company Filing:Public
Founded:1977

Victoria's Secret

Victoria’s Secret made fashion models into celebrities with its ‘exclusive angel moments’ and strong branding across its digital and brick-and-mortar stores. Product pages feature “pairs perfectly with” recommendations, in addition to customer reviews that help shoppers gauge. On mobile, the Victoria’s Secret app features exclusive offers and events based on a customer’s location, as well as behind-the-scenes access to Victoria’s Secret Fashion Show.

Why we love Victoria's Secret

  • Strong editorial and on-brand content
  • ‘You may also like’ and recently-viewed product recommendations
  • Abandoned cart emails with personalized messaging
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11
5
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66 12 14 10 4 5 45
Industry:Shoes
2018 Rank: #98
Company Filing:Public
Founded:1999

Zappos

Zappos was founded as a shoe marketplace 20 years ago and has now broadened its offering to include accessories, clothing, bags and more. We even see more personalized, data-powered emails from Zappos than we do from its enterprise owner, Amazon. The app offers a seamless multi-channel shopping experience and customers — alert Gen-Z — can search it using emojis.

Why we love Zappos

  • Well-appointed loyalty program with generous perks
  • ‘Similar styles you may like’ inform customer browsing
  • Inbox on the app collects special offers, suggestions and product recommendations
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4
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71 17 6 13 4 4 44
Industry:Fashion + Apparel
2018 Rank: n/a
Company Filing:Private
Founded:1996

Coast

Coast, a U.K.-based women’s retail chain, offers brides-to-be and customers product recommendations on everyday apparel and affordable wedding gowns. Its digital shoppers lend myriad inspiration with onsite editorial content and galleries—including edits for brides, race-day trends, and inspirational outfits for wedding guests.

Why we love Coast

  • Robust product recommendations based on customer’s size, body shape and style preferences
  • ‘Handpicked for you’ items on the homepage based on browsing and buying history Recommendations based on cart and recent searches
  • In-depth onboarding quiz
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6
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4
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71 11 18 13 0 2 44
Industry:Luxury
2018 Rank: #6
Company Filing:Public
Founded:2015

Net-a-Porter

Net-a-Porter, carrying 800+ designers, opts to market its products in an editorially-rich style — featuring aspirational fashion across blog posts and curated content suggestions. Its magazine, Porter, provides daily doses of inspiration based on international trends and impressive connections to the world of high fashion editors, idols and celebrities.

Why we love Net-a-Porter

  • Preference center stores favorite designers
  • Well-timed push notifications
  • Dynamic filtering options based on category, designer, color, size and more
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11
18
13
0
2
71 14 15 11 0 4 44
Industry:Fashion + Apparel
2018 Rank: #65
Company Filing:Private
Founded:1948

River Island

River Island, a U.K.-based fashion retailer, offers men’s, women’s and children’s wear in-store and online. Bag merge offers shoppers a seamless experience across all devices and the retailer allows customers to nominate the delivery day that works best for them. River Island recently announced that it’s launching a fashion label for women over 40, a group the brand thinks is underrepresented in fashion.

Why we love River Island

  • Dynamic social and user-generated content #ImWearingRI
  • ‘Style with’ product recommendations
  • ‘Personalize my feed’ option on the mobile app
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14
15
11
0
4
74 17 10 2 6 8 43
Industry:Beauty + Health
2018 Rank: n/a
Company Filing:Public
Founded:1946

Estée Lauder

Estée Lauder knows cosmetics. The company owns prestigious and diverse names like MAC, Bobbi Brown and Tom Ford Beauty, to name a few. Although it’s 73 years old, the brand remains modern with intelligent personalization and an AR approach to retail. Customers can chat with a beauty advisor, leave product reviews and upload their selfies to create a beauty profile center that makes suggestions based on a customer’s eye color, skin and hair type.

Why we love Estée Lauder

  • Ability to chat with a beauty consultant
  • Intelligent collaborative-based product recommendations
  • Generous referral program and birthday rewards
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17
10
2
6
8
74 11 15 14 0 3 43
Industry:Fashion + Apparel
2018 Rank: #12
Company Filing:Private
Founded:2012

Frank And Oak

The eco-conscious retailer, Frank And Oak, is taking sustainable fashion to the next level this year by salvaging worn-out jeans and repurposing post-consumer waste. With its signature Style Plan, a monthly clothing box that’s personalized for each member’s style, the brand continues to define what it means to provide digital white-glove customer service. Frank And Oak members are warmly onboarding with an extensive style quiz and then pre-approve their monthly picks for a subscription-based box of new threads on their doorstep.

Why we love Frank And Oak

  • On-demand styling tips from Frank And Oak personal stylists
  • ‘We know you’ll like this offer’ personalized messaging and product recs
  • The longer you shop and engage with the omni-channel retailer, the more personalized your experience becomes
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11
15
14
0
3
74 11 10 15 3 4 43
Industry:Fashion + Apparel
2018 Rank: #73
Company Filing:Public
Founded:1984

Free People

Free People excels at digital personalization with a ‘curated for you’ feed and improved navigation since last year’s Index. The brand highlights trending styles and new arrivals with personalized emails and incorporates AR functionality with a ‘my style’ section to upload photos that inform each customer’s style profile.

Why we love Free People

  • Shop-by-brand feature enables easy browsing
  • ‘Picked for you’ finds informed by browsing and purchase history
  • Dynamic on-brand community section with customer style pics, events and exclusive collaborations
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10
15
3
4
74 9 14 10 4 6 43
Industry:Department + Marketplace
2018 Rank: n/a
Company Filing:Public
Founded:1973

Nordstrom Rack

Nordstrom Rack opened its first location in 1973 and has since opened more than 100 others, becoming a favorite of Nordstrom department store loyalists. What it lacks in white-glove customer service at its brick-and-mortar locations, it makes up for in its digital approach to personalization. The brand makes attribute and collaborative-based recommendations with a robust digital shopper and generous ‘just for you’ savings on the app.

Why we love Nordstrom Rack

  • Omnichannel approach with customized messaging and savings
  • Ability to shop HauteLook and Nordstrom Rack with the same shared cart and checkout experience
  • Checkout experience steeped in generous loyalty points and rewards
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9
14
10
4
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74 13 13 9 4 4 43
Industry:Home
2018 Rank: #29
Company Filing:Public
Founded:1997

Overstock

Overstock, founded in 1997, spans dozens of product verticals ranging from garden items to bed frames — however, it utilizes dynamic settings to organize and recommend relevant items across categories. Customer images and recommendations dominate the product view with a star rating system to help shoppers pick the perfect item. If the reviews aren’t enough, customers can also use Overstock’s AR feature with realistic 3D models to visualize how furniture and decor will look in their home.

Why we love Overstock

  • Heavy focus on customer-generated images and reviews
  • Abandoned cart discounts and personalized emails
  • Exclusive discounts on its 4.9-star rated app
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13
13
9
4
4
74 10 15 8 3 7 43
Industry:Fashion + Apparel
2018 Rank: #46
Company Filing:Private
Founded:2004

Tory Burch

Tory Burch, the boutique that gained notoriety with her iconic ballet flat, now has over 250 stores worldwide and offers an elegant shopping journey across all channels. Tory aims to portray the lifestyle aspect of the brand’s high-end apparel, with personal photos of the designer with her family wearing and modeling her own fashion. An email warmly onboards new customers with an on-brand message from Tory and links to her online magazine for playlists, recipes and decor advice.

Why we love Tory Burch

  • The ‘Daily’ app brims with fashion inspiration, travel hacks and sports news
  • Live runway streams offer on-brand and a behind-the-scenes look at the products
  • Pop-up feature on the homepage displays recently-viewed items
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15
8
3
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80 4 15 12 8 3 42
Industry:Department + Marketplace
2018 Rank: #26
Company Filing:Private
Founded:1907

Neiman Marcus

One of the oldest brands on the list at 111 years old, Neiman Marcus has done an impressive job at modernizing its digital offering. The retailer boasts a tiered loyalty program with InCircle points and perk cards as well as an editorial-rich blog for outfit inspo. Additionally, Neiman Marcus has a feature-rich mobile app, which allows shoppers to connect with sales associates and ‘Flip to Find Gifts,’ where customers swipe on products, Tinder-style, until they find the right fit.

Why we love Neiman Marcus

  • Similar product recommendations based on sold out items
  • ‘How to wear it’ product recommendations
  • Extensive wishlists for any event
  • In-store availability and location services for exclusive events
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15
12
8
3
80 12 17 6 3 4 42
Industry:Home
2018 Rank: #42
Company Filing:Public
Founded:1949

Pottery Barn

Pottery Barn, the mail-order catalog that started it all, has now evolved to selling products to babies, teens and adults alike — even those with tiny city spaces, on PB Apartment. The San Francisco-based company focuses on brick-and-mortar as well as web offerings with an augmented reality app for iOS that allows users to visualize furniture in their rooms.

Why we love Pottery Barn

  • Strong email marketing with personalized messaging and product recommendations
  • Attribute-based recommendations based on trending products
  • Editorial-style images with inspirational content
  • Abandoned cart emails with extensive product recommendations
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17
6
3
4
82 5 19 6 5 6 41
Industry:Home
2018 Rank: n/a
Company Filing:Private
Founded:1945

Ashley HomeStore

Though Ashley Furniture is 74 years old, the furniture retailer has a robust digital offering. The omnichannel approach begins on the homepage with recommendations based on wishlist items and a shopper’s recent search history that then moves to attribute-based recommendations. The profile onboards new users with a robust preference manager that lets shoppers enable ‘top picks for you’ delivered straight to their inbox.

Why we love Ashley HomeStore

  • Augmented reality feature that lets customer see furniture in their own home
  • Generous referral program
  • Mobile app users can upload photos of items they like and the brand will find the closest match to an Ashley Furniture product
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5
19
6
5
6
82 6 16 9 6 4 41
Industry:Sporting + Outdoor
2018 Rank: #50
Company Filing:Public
Founded:1968

The North Face

In its reimagining of the brick-and-mortar shopping, The North Face recently opened an 8,000-square-foot interactive store in Manhattan, with a plan to extend the model to all of its locations by 2024. The aim of the interactive store is to ‘inspire and enable experiences’ and it even ‘evokes the smell of Yosemite’. Did The North Face discover the future of brick-and-mortar personalization? We’ll have to wait and see.

Why we love The North Face

  • Generous VIPeak rewards program
  • Personalized product recommendations with myriad customer reviews
  • Preference center based on customer’s interests and activities
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6
16
9
6
4
84 10 14 11 2 3 40
Industry:Home
2018 Rank: n/a
Company Filing:Public
Founded:1998

Art.com

Art.com offers a dynamic, omnichannel approach with intelligent collaborative-based product recommendations, tiered customer reviews, and photo framing to further customize a shopper’s items. With “My Art Style,” Art.com visitors take a quiz in which they choose which pieces they prefer, giving the Walmart-owned brand a sense of their tastes, culminating in specially-curated feeds.

Why we love Art.com

  • Refer-a-friend program
  • Virtual reality ‘view in room’ feature on mobile app
  • Abandoned items launch ‘inspired by art you love’ section on email
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10
14
11
2
3
84 6 16 7 5 6 40
Industry:Luxury
2018 Rank: n/a
Company Filing:Private
Founded:1923

Barneys New York

Barneys, the chain of luxury department stores that set an aspirational standard with its Madison Avenue flagship in 1923, evolved its digital offering over the last century. The brand’s omnichannel approach includes personalized push notifications; a rich blog, The Window; and a robust integration of mobile and in-store experience.

Why we love Barneys New York

  • Personalized messaging for favorite designers
  • Onboarding quiz to learn customer preferences
  • Recommended and complementary item recommendations on ‘add to cart’ layover
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6
16
7
5
6
84 7 9 9 9 6 40
Industry:Fashion + Apparel
2018 Rank: #73
Company Filing:Public
Founded:1980

Express

Express offers customers a robust digital shopping experience with monthly style challenges to find products that fit a customer’s distinct look. The fashion retailer awards Express Next Rewards to shoppers who post on social media and leave reviews, providing a thorough shopping experience across every channel.

Why we love Express

  • Preference center records height, weight, shoe size, bra size, and more
  • Robust personal shopper and product recommendations
  • In-store availability specified on website
  • Express Next rewards increase the more you interact with the brand
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7
9
9
9
6
84 6 17 9 5 3 40
Industry:Crafts + DIY
2018 Rank: #73
Company Filing:Private
Founded:1943

Jo-Ann Stores

Jo-Ann crafts and fabric stores, founded in 1943, allow shoppers to specify their product interests and preferred method of contact by the brand. Customers can take classes in more than 900 brick-and-mortar locations, as well as gain project ideas and inspiration on the blog from the #handmadewithjoann community. The personalized email content contains ‘just for you’ recommendations based on browsing and purchase history.

Why we love Jo-Ann Stores

  • Endless inspiration from projects to browse to community how-tos
  • Cross-category product recommendations ‘you may also like’ and ‘frequently bought together’
  • Product-based email personalization
  • JOANN Smiles rewards program, birthday points and personalized in-app coupons
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17
9
5
3
84 13 15 1 6 5 40
Industry:Shoes
2018 Rank: #90
Company Filing:Public
Founded:1990

Steve Madden

Steve Madden offers attribute-based product recommendations to customers online and through email, with a robust communication preference form. Shoppers can choose their gender, favorite shoe type and accessories to receive a highly personalized digital shopping experience that extends to Steve Madden’s brick-and-mortar locations.

Why we love Steve Madden

  • Recommendations based on details like color, style, event or size
  • Abandoned cart campaigns with personalized products
  • Specific communications preference center
  • Generous SM Pass rewards program
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15
1
6
5
89 16 14 0 2 7 39
Industry:Home
2018 Rank: #82
Company Filing:Private
Founded:2005

Amara

Amara carries more than 250 brands and vows to help you create the home of your dreams. It used to have one brick-and-mortar location, but decided to close that in order to focus on digital and we think the decision paid off. The retailer provides spot-on recommendations based on browse history and customer behavior with ‘brands you won’t want to miss’ and what ‘you may also like.’

Why we love Amara

  • Generous welcome discount
  • Inspirational editorial content on The LuxPad, its luxury online magazine
  • Recommendations based on cart history
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0
2
7
89 9 10 11 7 2 39
Industry:Beauty + Health
2018 Rank: #90
Company Filing:Private
Founded:2010

Birchbox

Birchbox operates in six countries and carries its high-end beauty offering inside Walgreens locations. The beauty retailer’s 2.5 million active customers can opt for curated individual items or subscribe to a customized monthly box in order to explore new products. It all begins with an onboarding quiz to fill out a personal profile about beauty habits, hair and skin type.

Why we love Birchbox

  • Track and customize monthly boxes on the beautifully-designed app
  • Hand-picked and curated ‘just for you’ offers
  • Customizable communication preference center
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7
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89 12 15 2 4 6 39
Industry:Fashion + Apparel
2018 Rank: n/a
Company Filing:Private
Founded:1993

Crew Clothing

Crew Clothing, a private company founded in the U.K., is a casual-wear retailer for men and women. Its style is quintessentially British — think Oxford rugbys and nautical-inspired patterns. Attribute-based recommendations and customer reviews on products set the 26-year-old brand apart from its competition.

Why we love Crew Clothing

  • ‘Get the look’ recommendations for complementary items
  • Warm welcome email and onboarding
  • Generous discounts in abandoned cart emails
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2
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89 7 11 10 8 3 39
Industry:Shoes
2018 Rank: n/a
Company Filing:Public
Founded:1974

Foot Locker

Foot Locker recently partnered with Nike to open ‘Power’ stores across the country. Using Nike’s proprietary technology, the stores will become interactive brick-and-mortar locations where Nike and Foot Locker loyalty members can go for exclusive events in the tech-powered lounge or take a break from shopping among life-sized product vending machines. The Power stores, like regular Foot Locker locations, offer the same incredible perks like in-store pickup.

Why we love Foot Locker

  • ‘Customers who viewed this ultimately bought’ collaborative-based recommendations
  • Extensive product reviews
  • Social content from other customers
  • Well-timed push notifications
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89 19 10 1 6 3 39
Industry:Crafts + DIY
2018 Rank: n/a
Company Filing:Private
Founded:1910

Hallmark

Hallmark, the first and largest manufacturer of occasion cards in the U.S., remains a family-owned company. Its well-appointed loyalty program and ‘ideas and inspiration’ blog attract shoppers celebrating special occasions, crafters and gift-givers alike.

Why we love Hallmark

  • ‘You may also like’ product recommendations
  • Comprehensive DIY and inspirational editorial content
  • Refer-a-friend program and rewards
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1
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89 7 11 9 6 6 39
Industry:Shoes
2018 Rank: n/a
Company Filing:Private
Founded:1906

New Balance

New Balance was founded in 1906 in Boston to create a sneaker with incredible arch support that could be solely, no pun intended, manufactured in the U.S., which was uncommon in those days. Today, the sneaker brand is one of the world's major sports footwear and apparel manufacturers, even royalty (i.e. those recent pics of Meghan Markle) own a pair.

Why we love New Balance

  • Earn rewards and incredible workout routines on the NB app
  • ‘You may also like’ product recommendations
  • Robust preference manager with options to set sport interests and who you’re shopping for
  • Emails based on your favorite styles and interests
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89 7 14 9 8 1 39
Industry:Department + Marketplace
2018 Rank: n/a
Company Filing:Private
Founded:1986

Staples

In 2017, Staples made the decision to downsize its brick-and-mortar outlets and invest more in supplying B2B companies. The move seems to have allowed the 33-year-old company to focus on its digital efforts. ‘Trending Now’ items and collaborative-based recommendations dominate the homepage and customers can view in-store availability and pick up online orders.

Why we love Staples

  • Email recommendations based on order history
  • Generous Staples Rewards program with weekly ad sneak peaks on the mobile app
  • Dynamic lists for favoriting, liking and wish-listing products
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8
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89 3 12 12 9 3 39
Industry:Fashion + Apparel
2018 Rank: #42
Company Filing:Public
Founded:1969

The Children's Place

Over the past year, The Children’s Place has been investing in its personalization strategy, adding services like buy online with in-store pick up. The site awards additional points for filling out personalization factors, like a survey about your relationship to the child you’re shopping for, as well as their gender and birthday.

Why we love The Children's Place

  • Helpful “complete the look” recommendations that coordinate outfits
  • Onboarding process on app to build out customer profile
  • Generous My Place Rewards loyalty program
  • PLACE cash coupons received for further personalizing your profile
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12
12
9
3
89 14 8 10 4 3 39
Industry:Beauty + Health
2018 Rank: n/a
Company Filing:Private
Founded:2011

The Honest Company

Jessica Alba launched The Honest Company in 2011 with 17 products. Since then, the company paved the way for ethical consumerism using product donations and clean ingredients for babies and moms alike. The ecommerce brand provides a subscription-based bundle service for savings with collaborative-based product recommendations that the whole family can feel good about. Exclusive app-only promotions and a phone widget allow busy moms and dads to stay on top of their orders and deliveries.

Why we love The Honest Company

  • Dynamic preference settings for bundles and communication preferences
  • Collaborative and filter-based suggestions
  • Loyalty points and generous refer-a-friend rewards
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89 4 13 12 3 7 39
Industry:Sporting + Outdoor
2018 Rank: #82
Company Filing:Public
Founded:1996

Under Armour

Under Armour begins personalizing shoppers’ profiles from the first touch, with a quiz about the customer’s favorite activities, celebrities and who they’re shopping for. From there, Under Armour recommends relevant editorial content, curates product suggestions and sends new arrivals that fit the customer’s persona and active lifestyle.

Why we love Under Armour

  • Robust onboarding process on web and app
  • New product emails announcements based on gear or activity preferences
  • Updates on favorite athletes and trends on highly-personalized blog
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99 14 18 0 2 4 38
Industry:Sporting + Outdoor
2018 Rank: n/a
Company Filing:Private
Founded:2007

Alo Yoga

Alo Yoga is more than technology-backed athletic wear. Just as the gear continues to evolve, Alo Yoga’s digital presence and community of loyalists have grown. The brand offers collaborative-based recommendations based on a customer’s browse and purchase history. New yoga classes are added every week on the AloBlog, which features inspiration from customers and product-focused social media posts.

Why we love Alo Yoga

  • Generous referral program
  • Inspirational blog and customer-backed product content
  • ‘Complete the look’ and ‘you may also like’ product recommendations
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99 15 13 0 4 6 38
Industry:Shoes
2018 Rank: n/a
Company Filing:Private
Founded:1825

Clarks

Clarks, founded in 1825, is known for its iconic Desert Boot, the shoe worn by British officers in the second World War. The brand has since spread out to more than 1,000 storefronts and third-party distributors around the world. Online, the retailer boasts a robust recommendation engine and strong preference center that allows consumers to control their communication cadence.

Why we love Clarks

  • Customizable preference center for email type
  • ‘Others also viewed’ collaborative product suggestions
  • Preferences set on the product and category levels with emails about individual items
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99 11 14 2 6 5 38
Industry:Beauty + Health
2018 Rank: n/a
Company Filing:Public
Founded:1968

Clinique

Clinique, owned by Estée Lauder Companies, is a pioneer in personalized skincare routines. With Clinique’s ‘Clinical Reality’ skin ID service, shoppers can submit a selfie and in a few minutes receive an analysis of their skin. The site features personalized product recommendations and values a transparent customer experience to build trust with new consumers through educational editorial content and user-generated photos of its products.

Why we love Clinique

  • Uber-personalized ‘recommended for you’ section
  • Consultant-recommended product recommendations based on your preferences
  • Extensive customer onboarding services
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99 18 11 0 3 6 38
Industry:Beauty + Health
2018 Rank: n/a
Company Filing:Public
Founded:1983

Jo Malone

Founded in 1983 and a subsidiary of Estée Lauder, Jo Malone is known for its high-end perfumes, candles and luxury bath products. The brand has strong editorial content, and emails feature both attribute- and behavior-based product recommendations.

Why we love Jo Malone

  • Personalized abandoned cart emails
  • Well-designed product filtering options
  • Content-rich, on-brand social channels
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99 21 12 0 0 5 38
Industry:Fashion + Apparel
2018 Rank: n/a
Company Filing:Private
Founded:2015

Universal Standard

Universal Standard recently became the most size-inclusive retailer for women, announcing that it will now carry all of its clothing in sizes 00-40. The brand’s ‘See It In Your Size’ feature allows women to view products on models who wear the same size as them. Additionally, Universal Standard allows shoppers to personalize the entire site based on their model’s size, so customers never have to speculate if an item would suit their body type again.

Why we love Universal Standard

  • Customers can create robust profiles onsite
  • Notifications about trending pieces you’ve browsed
  • Size-specific collaborative-based recommendations
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Evaluated Brands That Didn't Make the Sailthru 100

Aéropostale
Aerosoles
Alex and Ani
AllSaints
Amour Vert
Anastasia Beverly Hills
Aritzia
Ashley Stewart
Backcountry
Bath & Body Works
BaubleBar
Betabrand
Bloom & Wild
Blue Nile
Buck Mason
Burberry
Burlington
Burton
BustedTees
Calvin Klein
Cambridge Satchel
Canada Goose
Carbon38
Charles Tyrwhitt
Charlotte Tilbury
Chewy
Coach
Cole Haan
Colorescience
Columbia Sportswear
Crate & Barrel
Cuyana
DermStore
Design Within Reach
Dollar General
Donna Karan
Dr. Martens
DVF
Edible Arrangements
Eileen Fisher
Elie Tahari
Feelunique
Fenty Beauty
Figleaves
Food52
Fossil
French Connection
Fullbeauty
Gaiam
GameStop
Godiva
Grove Collaborative
Gucci
Gymshark
Hanesbrands
Harrods
Hot Topic
House of Fraser
Huckberry
Indochino
J. Crew
Jimmy Choo
Joules
Kate Spade
Kay (Signet)
Kylie Cosmetics
L.K. Bennett
L.L. Bean
L'Occitane
Lands' End
Lane Bryant
Lego
Levi Strauss & Co
Liberty London
Links of London
Loot Crate
Lucky Brand Jeans
M.M.LaFleur
Mack Weldon
Madewell
Magnolia Market
Marine Layer
Mejuri
Men's Wearhouse
Menlo House
Michaels Stores
Minted
ModCloth
Modell's Sporting Goods
Mondou
Monica Vinader
Mulberry
MZ Wallace
NARS Cosmetics
New Look
New York & Company
Nine West
notonthehighstreet
Oasis
Old Navy
One Kings Lane
Orvis
OXO
Paper Source
Patagonia
PetFlow
Pier 1 Imports
Puma
Ralph Lauren
Redbubble
REI
Reiss
RevZilla
Roots Canada
Rue La La
Sainsbury's
Sam Edelman
Shiseido
Skechers
Sole Society
Solstice Sunglasses
Stitch Fix
Stuart Weitzman
Sur La Table
T.J.Maxx
Ted Baker
Teleflora
Tillys
Tobi
Toms Shoes
Topshop
Touch of Modern
True Religion
Tumi
Vans
Vince
Vineyard Vines
Whistles
Williams-Sonoma
World Market
Yankee Candle
Zales
Zara
Zumba Fitness
Zumiez

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