The Body Shop jumped 49 spots this year with its cross-channel approach to personalization and perfectly on-brand experience. The brand encourages reward members to donate a portion of their rewards to charity, but it may be too hard to resist using points on the wide variety of recommendations offered, and robust retargeting campaigns.

The trend-forward fashion and apparel chain overhauled its personalization strategy just in time for this year’s Index. Coming in at 54 last year, Urban’s entire experience improved with curated product suggestions, personalized abandoned cart emails and a mobile app with robust personalization and a thoughtful push notification cadence.

While Walmart has been busy acquiring popular digital-first brands like Bonobos, Jet and Modcloth, the big box store has also been investing deeply in personalization. Recently, Walmart reported a 40% increase in ecommerce sales, proving that Walmart’s efforts to modernize across channels is translating into real dollars (and a 12-point score increase on our Index.)

eBay landed fifth on the list with the strongest retargeting campaign of previously viewed and abandoned items we’ve seen all year. In May 2018, eBay came up with a simple personalization strategy -- outright asking customers what they want to see, and while it publicly spoke about big investments in personalization, eBay’s score held steady at 62 points year over year.

Valued at $3.6 billion, American Eagle is well known for its Aerie campaign — showing real women of all shapes and sizes in affordable lingerie and swimwear. The brand targets its audience, predominantly 15 to 26 year-olds, with digital-forward marketing, like its release of personal-shopper bots on Facebook Messenger this year.

Net-a-Porter, valued at $1.8 billion, offers fashion products to high-end clientele with a stream of editorial content running through its app and website. Skin, art, style, makeup — no topic goes uncovered. The brand has an international appeal, with fashion consultants who are available 24/7 and speak 14 languages.

Other retailers have just begun to catch up to JustFab’s revolutionary subscription-based model, conceived with personalization at its core, which takes 1:1 personalization with customers to the next level. The fast-growing fast fashion retailer is a clear leader in digital personalization with perfect scores in site and email.

Nordstrom’s obsession with customer service began in 1901 when it opened as a shoe retailer with signature white glove service. Today it is one of the few department stores to transition to a truly modern CX. Its site provides personal-shopper-esque recommendations and easy to navigate categories. Nordstrom’s much-loved mobile app even has a 4.9-star rating on the App Store.

Adidas has recently been experiencing a resurgence with the comeback of its iconic Stan Smith tennis shoes. Add in a presence at the World Cup and super tech-forward new offerings and Adidas is ahead of the competition. The brand jumped to be tied for 10th place, after ranking 33rd last year in our Index.

ShoeDazzle, the tech-savvy sister brand of JustFab, segments its customers with the same thoughtful onboarding, personalization quiz and curated product-suggestion strategy for VIP members. As shoppers engage, it builds a relationship based on browsing history, implicit and explicit interests, and more.

Canadian fashion retailer Frank And Oak is a digital-first brand with a growing physical presence and a growing Index score. The brand jumped to 72 points from 48 points in 2017. In addition to its online shop, Frank And Oak offers a personalized subscription-based service. Loyalty members get the VIP treatment in-store with mobile beacons that alert associates to prepare a freshly-brewed cup of coffee for their visit.

Nike, one of the first brands to ever create an app, has modernized its marketing with apps that are as custom and innovative as the material in its revolutionary NikeID shoes. Shoppers choose the sports or collections they’re most interested in and Nike serves relevant content and products tailored to those preferences.

Founded in 1969 and valued at $2.7 billion, DSW offers high-end brands at a fraction of the cost. DSW invested in an AI-powered personalization strategy to increase revenues this year -- resulting in an improved digital footprint across all channels and a seamless user experience.

Fabletics impressed us this year and jumped 16 spots on the list. It learned from its sisters, JustFab and ShoeDazzle, and incorporated optimized deals and personalization. This year, “The Style Edit” blog seems to have grown from gym-focused content to broader trends, like makeup and accessories.

The RealReal, a digital-first brand with one physical storefront in New York, received an impressive $115 million in series-G funding this year. The startup, which began in 2011, has quickly become the leader of authenticated luxury consignment and amassed a legion of loyal fashion-obsessed customers.

Best known for its 20% off direct-mail coupons and fun-to-browse megastores, Bed Bath & Beyond has effectively modernized its digital marketing channels. The homestore offers same-day delivery, “just for you” recommendations, and many other recommendations across the website and app to navigate its massive inventory.

Shopbop, a subsidiary of Amazon, is a fast-growing digital marketplace. The interface is truly for customers and its high-fashion audience gives rave reviews. Product recommendations feature previously browsed items, you might also like, and complete the look suggestions -- all in one elegant sidebar to easily compare items across categories.

PacSun’s California lifestyle clothing has been a mall staple for decades. Recently the retailer has stepped up its digital strategy with celebrity brands and on-brand blogging. The retailer, geared toward younger consumers, showcases its large product catalog especially well on its mobile app.

More than just a big brand retailer, Petco offers services to pet owners in 1,500 stores -- from grooming, sitting, training, adoptions and ongoing care. We love the free gifts and samples sent on pet birthdays, as well as personalization for your type of dog breed or pet.

Best Buy, valued at $45 billion, made headlines for changing its long-standing logo in 2018 to de-emphasize the traditional in-store tag -- as a signaling that digital is where the brand is focused. The electronics marketplace offers strong recommendations for shoppers, and continues to attract buyers with its generous My Best Buy rewards program.

Office Depot, like its sister OfficeMax, features special savings, coupons, and 1-hour in-store pickup. The retailer really shines with its mobile app, which helps shoppers easily find items with barcode scan product search, app exclusive deals, and thoughtful inclusion of its business services.

REI has been helping thrill-seekers and outdoor lovers take on their passions since 1938. While its stores are known for expert associates, REI’s content-rich Co-op Journal and well-built mobile app is what digitally sets this brand apart.

PetSmart, valued at $6.9 billion, offers training, boarding, grooming and vet care. The retailer, which has 1,500+ stores, has upped its digital presence with helpful recommendations that guide pet parents to the best products for their furry, feathered, aquatic, or reptilian family members.

The California-cool sporting brand known for its skateboarding apparel and gear, Vans, caught attention in 2017 with a 19% increase in global revenue growth. The brand, which targets skaters and mainstream fashion loves alike with apparel and footwear -- especially its classic skate sneakers -- uses its app to target its digital-first audience.

Craftsy, owned by NBCUniversal, is like an uber-personalized and curated YouTube account for crafters, where customers can also purchase all materials needed to complete a project. Craftsy also offers free trials of Bluprint, their new subscription streaming service that allows crafters to unlock all of the brand's benefits and DIY till they drop.

While Neiman Marcus is one of the oldest brands on our list, the famed luxury department store knows how to modernize its user experience with digital personalization and in-store beacons. The retailer features “just for you” recommendations on a beautiful, thoughtfully designed website.

Rent the Runway, pioneers of the rent-to-wear fashion model, offers women a modern way to outfit their closets. Expanding from primarily special occasion dress rentals into unlimited access to fashion and work staples with RTR unlimited, the brand is also a leader in CX with well-appointed digital properties and an expanding brick-and-mortar presence.

Valued at $3.4 billion, Abercrombie & Fitch increased Q1 2018 sales by 7%. The brand’s motto, “Fit for your story,” targets younger shoppers through incorporating its own playlist into the mobile app, synchronising the music heard in store with a shopper’s digital experience.

L.L. Bean offers a range of athletic clothing aimed toward hikers and campers, as well as assorted casual wear. ‘Complete the look’ suggestions bridge categories like sneakers, swimwear and light jackets, and the retailer’s beyond generous return policy keeps shoppers loyal.

A personal online shopper sets MATCHESFASHION.COM apart from other luxury retailers. The ‘Style Daily’ fashion report keeps shoppers in the loop and the brand’s app organizes clothes by designer. MATCHESFASHION.COM also allows loyalists to tailor their email preferences for email, designers, and beyond.

Overstock.com made investments in blockchain technology this year and sells more than discontinued merchandise. The ecommerce mega-marketplace organizes its inventory with helpful collaboratively-filtered recommendations and an easily-navigable website.

In 2018, Kohl’s focused on ‘rightsizing’ current store layouts. The department store also invested in online optimization and personalization, outfitting abandoned cart emails with custom offers and attribute-based recommendations. Push notifications with Kohl’s cash arrive based on a consumer’s engagement with the brand.

Valued at $65 billion, the home improvement chain features a deal of the day and points you to your closest Lowe’s location. Lowe’s offers a user-friendly app and displays relevant items, using mobile beacon technology to help customers find the products they’re looking for in store.

Despite being 134 years old, Marks & Spencer is doing a great job bridging the in-store and digital divide. The publicly-traded U.K. retailer boasts the “Sparks” loyalty program, which offers relevant recommendations. The personalization carries onsite and even offers unique email send times.

In 2013, children’s clothing company Carter’s announced that it was investing in personalization. So far, we’ve seen behavioral and attribute-based recommendations and a generous rewards program. Customers can shop on the go with Carter’s app, featuring “complete the look” suggestions, a strong UX… and cute babies.

Colorescience, a cosmetics company founded by the co-founder of Bare Escentuals, are pioneers in the growing makeup-as-skincare market. The site features personalized product recommendations and values a transparent customer experience to build trust with new consumers through blog posts, editorial content and user-generated photos of its products.

Since 2011, Dollar Shave has evolved from subscription startup to subsidiary of Unilever. Customers can either buy individual products a la carte or choose a membership plan that bundles their favorites, offers a discount and is easy to cancel. Doubling its revenue this year, Dollar Shave Club’s marketing is also uber inclusive.

The publicly traded crafts store features homepage discounts and ‘shop by category’ attribute-based suggestions. Its app allows users to see current projects they’re working on and get inspiration, as well as rewards for shopping.

Thrive Market, founded in 2014, offers organic products to consumers at discounted prices. The company, still privately owned by its original founders, allows customers to shop by ‘lifestyle’ like paleo, vegan or gluten-free. Its app is a standout with a friendly interface, utilizing push notifications to keep shoppers up to date on their favorite products, savings and more.

With more than 1,000 physical stores, Victoria’s Secret grew its already-strong brand by hosting and promoting special events through channels like Instagram and Snapchat. The store evolved from lingerie to fragrance to swimwear, all the way to its Pink apparel brand loved by younger consumers.

Iconic department store Macy’s, founded in 1858, is ramping up its approach to digital channels. Earlier in 2018, Macy’s modernized up its mobile shopping experience and announced plans to increase its technology implementation budget. Macy’s now offers mobile checkout at many locations, creating a fully automated shopping experience at home or in-store.

Pottery Barn, a subsidiary of Williams-Sonoma, is famous for its traditionally elegant home furnishings. The brand’s “We Think You’ll Love” section curates recommendations based on a shopper’s previous browsing behavior, liked items, and purchases. Pottery Barn also offers a 3D room app to virtually stage its furniture and products in your home.

The Children’s Place, founded in 1989, experienced a 20% increase in total ecommerce sales in 2016. As a result, the brand announced that it would further invest in expanding its personalization strategy. The site and app employ product suggestions and a content-rich blog offering parent hacks and style inspiration.

Wayfair, the meteorically-rising online furniture retailer, strives to personalize each shopper’s experience with a dynamic mobile app and customer-first model. The site creates idea boards for customers, and engaging with the brand results in stronger recommendations.

Brooks Brothers, a luxury retail brand known for its mens’ suits, onboards new customers with the Brooks Insider program to customize emails with attribute-based recommendations and push notifications for mobile shoppers. The 200-year-old brand modernized its white glove customer service through its My Brooks Rewards program and product reviews.

The privately-owned sporting goods store onboards customers with an “I like” section to learn what type of products they want to see in email personalization and attribute-based recommendations. From there, Burton recommends relevant editorial content, curates product suggestions and sends new arrivals that fit your persona.

Tory Burch founded her label in 2004 and has since built a fashion empire, carried at hundreds of retail stores and Tory Burch boutiques around the world. The digitally innovative luxury brand utilizes mobile to share its “Tory Daily” section, offering new products, recommendations and brand news.

Trunk Club, like its parent company Nordstrom, obsesses over customer service. With Trunk Club, customers are assigned a personal shopper to curate and choose your clothing items. The site onboards new customers with a style quiz and assigns them one personal shopper who will be their point of contact and recommends products via chat.

The second most valuable company on the planet, Amazon pioneered one-click shopping and collaboratively-filtered product recommendations. The latter increases spending and helps shoppers navigate millions of products. The app retargets lapsed buyers with push messages, and abandoned cart emails contain even more recommendations.

Boxed began selling wholesale nutritious foods in 2013. The ecommerce grocer offers no membership fee, free delivery, samples and discounts to users, allowing them to mix product categories with consistent discounts and delivery options.

Burberry, founded in 1856, began as an outerwear distributor clothing British soldiers in World War I. Famous for its checkered raincoats, the brand evolved into a high-end fashion line with more than 500 stores in 50 countries. Offering on-point recommendations across channels, Burberry also features its runways shows online.

Crate & Barrel has more than 100 stores in the U.S. Digitally, the brand has a beautiful and expansive website with multiple types of recommendations. The elegant mobile app alerts shoppers to new items and quality recommendations with a strong user experience. In-store options are thoughtfully embedded throughout digital channels, as well.

Forever 21, the affordable fashion retailer valued at $4 billion, sets itself apart with a strong mobile app primed to help customers discover new products and become inspired through editorial content. The app’s inbox alerts customers to special offers and item suggestions.

MADE.com, a UK-based furniture marketplace, offers customers product recommendations on dozens of product verticals, ranging from garden items to bed frames. The ecommerce brand has three physical showrooms, one in New York and two in the U.K. but offers digital shoppers myriad inspiration with onsite editorial content and galleries.

The North Face, valued at $2.3 billion, differentiates itself from the other outdoor gear brands on our list with its “VIPeak” rewards program that grants customers access to one-of-a-kind expeditions. In addition, personalized product recommendations are complete with customer reviews.

ASOS, the British fashion giant valued at £1.9 billion, onboards new customers by asking them their gender preference and size, and then quickly suggests relevant items for product fit. ASOS serves up editorial content for inspiration and acts as a one-stop shop to buy trending items while consuming fashion news.

Chairish is a digital consignment marketplace for people to sell their vintage furniture, decor and art. More than 20,000 sellers and 1 million shoppers connect through the site’s location-based recommendations, curated finds and attribute-based recommendations to find their next piece of art (or furniture).

IKEA was founded in 1943 with the idea of offering elegant, affordable home furnishing to the world. The modern Swedish design aesthetic extends to the website, which is packed with relevant product suggestions and content. The app lets you pick your location and features augmented-reality tech to view furniture in your space before you buy.

Nine West sold for $340 million to ABG in July 2018. The retailer offers attribute-based product recommendations to customers, online and through email, with a complex communication preference form. Shoppers can choose their favorite shoe type, shoe size, and the occasion they’re shopping for and receive a personalized shopping experience.