Beyond the
Top 100

We evaluate 260+ retail and ecommerce brands. While not everyone can make the list, each brand we evaluated is a leader in its respective category. We salute the hard work of retail marketers everywhere throughout this time of transformation.

Notable runner-ups

Dollar Shave Club

As a digital leader in the beauty and hygiene space, Dollar Shave Club makes it a priority to know the customer. But even better, they combine personalized buying experiences with industry-leading product knowledge to drive valuable interactions across all channels.

What We Like

Mobile personalization - Dollar Shave Club’s mobile experience views every customer — and product — individually. No two products are used at the exact same rate, which means the brand reconnects with buyers and reminds them through email, notifications, and alerts to replace a product every time one’s about to run out.

Crate & Barrel

Crate and Barrel uses an effective combination of insight and email personalization to inspire its customers’ purchases. The brand uses receipts, invoices, and attribution-based analysis to learn more about customers and finetune their shopper profiles across every interaction.

What We Like

Email personalization - What impresses us about Crate and Barrel’s approach is its attention to detail. By analyzing a shopper’s past holiday lights purchase, for example, its future emails don’t just recommend regular outdoor lights — they suggest the products from highly rated sellers a customer already trusts.

Dermstore

We’ve all got skin in the game. Dermstore is the brand that’s passionate about protecting it. And through a powerful online store search engine and personalized email retargeting campaigns, it provides a seamless omnichannel customer experience that uses user-based behaviors to provide engaging content at every touchpoint.

What We Like

Data-driven marketing - Dermstore is great at collecting important customer data. But it’s even better at the task that counts: execution. By using historic page visits and website browning data, retargeting campaigns can be delivered to individuals featuring the products they’ve looked at and almost bought before. Also, information such as skin type is saved to an individual’s profile so specific products, tips, and advice can be used to create more meaningful relationships.

Shopbop

Shopbop provides one of fashion’s most personalized browsing experiences. After a shopper makes their preferences known across the company library of more than 800 designers and stylists, daily lookbooks connected to a customer’s Amazon account make shopping an easy, everyday experience. But that’s just where the personalization begins.

What We Like

Customer-centricity - When Shopbop introduces a new tool or technology into its customer experience, it does so for one reason: to make customers happier. Innovations like attribute-based recommendations to track behavior across its mobile and web interactions, styling how-to guides, real-time inventory alerts on favorited items, prime shipping benefits, and easy-to-use storefront tools to make comparison shopping a breeze.

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How personalized is your brand?

This year’s winners know the secrets of a good one to one connection. Learn how your brand compares — and how you can improve.

1

1stdibs

A

Aeropostale

Aerosoles

ALDO

alice + olivia

Alo Yoga

Amour Vert

Anastasia Beverly Hills

Arc'teryx

Aritzia

Ashley Homestore

ASICS

ASOS

B

Bath & Body Works

Baublebar

BCBG

Beauty Bay

Big 5 Sporting Goods

Big Lots

Birchbox

Birkenstock

Bonobos

boohoo

Brooklinen

Brooks Brothers

C

Calvin Klein

Cambridge Satchel

CB2

Century 21 Department Stores

CHANEL

Clinique

Club Monaco

Coast

Cole Haan

Colorescience

Columbia Sportswear

Crate and Barrel

D

David Yurman

Debenhams

Dermstore

Design Within Reach

DKNY

Dolce & Gabbana

Dollar Shave Club, Inc.

Dr Martens

E

Eddie Bauer

Eileen Fisher

Elie Tahari

Elizabeth Arden

F

Farfetch

Finery London

FiveFour Club

Fossil

Frames Direct

Franco Sarto

Frank and Oak

French Connection

G

Gaiam

Gamestop

Giorgio Armani Beauty

GNC

Godiva Chocolatier, Inc.

Grove

Gymshark

H

Harry's

Havertys

Hermès

House of Fraser

I

IKEA

IT Cosmetics

Download the 2021 Retail Personalization Index

Find out more about the Top 100 brands and how winning approaches to personalization go beyond product promotion.

K

Keds

Kendra Scott

Kenneth Cole

Kmart

Kurt Geiger

L

L'Oreal Paris

L.K.Bennett

L.L.Bean

Laura Mercier Cosmetics

LEGO

Liberty London

Loot Crate

Lush North America

M

M.M.LaFleur

Mack Weldon

Marc Fisher

Marc Jacobs

Marks and Spencer

Mejuri

Merrell

Michael Kors

Minted

Missguided

Moda Operandi

ModCloth

Moncler

MZ Wallace

N

NARS Cosmetics

Nasty Gal

New Look

Nine West

O

One Kings Lane

Orvis

OXO

P

P.C. Richard & Son

Parachute Home

Patagonia

Petflow

PrettyLittleThing

R

rag & bone

Raymour & Flanigan

Rebecca Minkoff

Redbubble

Reef

Reformation

Reiss

Restoration Hardware, Inc.

Revzilla

S

Sally Beauty

Sam Edelman

Scotch & Soda

Sears

Selfridges

SheIn

Shinola

Shopbop

Shop Disney

Sperry

Stadium Goods

Steiner Sports

Stella & Dot

Stella McCartney

Stitch Fix

Stuart Weitzman

Sur La Table

Sweaty Betty

T

The Body Shop

The Container Store

The Honest Company

Theory

THE OUTNET

Thirdlove

Thursday Boot Company

Tiffany & Co.

Timberland

TOM FORD

Tommy Hilfiger

Tommy John

Torrid

Tory Burch

TUMI

U

UncommonGoods

Universal Standard

Urban Decay

V

Vera Bradley

Victoria's Secret

Vince

Vince Camuto

W

Williams-Sonoma, Inc.

Z

Zara

Zenni Optical

Zumiez