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.

Ulta Beauty, valued at $4.8 billion, has almost 1,000 stores and products ranging from drugstore favorites to luxury splurges. With competition like Sephora, the brand offers generous ‘Ultamate’ rewards and asks members about interests, skin type, hair type and more to surface personalized products, tailored to each loyal shopper.

Famous Footwear offers an in-app mobile messenger and a generous rewards program. The app pushes exclusive deals, well-timed push notifications and offers in-store pickup to your favorite Famous Footwear store.

Founded in Scotland in 1849, the historic department store brand stands out for its modernized approach to personalization and a powerful mobile app. Its “Recognition” rewards program gives shoppers on the app special access to sales and bonus points during their birthday month.

Valued at $4.7 billion, Michael Kors enhances the customer experience with attribute-based recommendations and digital shopper bots. You can also chat live with a trained (human) stylist to get personalized product recommendations and event-inspired looks.

Guess, now valued at $2 billion, was founded in 1981 and famously catapulted stonewashed jeans to mainstream popularity in the U.S. Today, Guess onboards shoppers with a quiz to pinpoint style, silhouette, and color preference to start recommending products from the get-go.

Jet.com, the popular ecommerce marketplace, uses a ‘smart-cart’ pricing mode, where shoppers get discounts when they combine items into a single shipment. The company changed its paid membership model before it was bought for $3.3 billion by Walmart in 2016, and is now accessible for all shoppers.

Reebok, a subsidiary of Adidas, offers sports clothing and footwear at hundreds of stores worldwide. The brand onboards new members by gender preference and uses attribute-based recommendations to suggest new items. Following in the footsteps of brands like Nike, Reebok has launched ‘design your own’ and sustainable shoe lines.

RevZilla is a fast-growing ecommerce brand for motorcycle gear and enthusiasts. To best serve its customers, RevZilla emails are heavily personalized based on a rider’s explicit and implicit interests.

River Island, a privately-held U.K. fashion company with nearly £1 billion in annual revenue, is a leader in the growing mid-market fashion category. To customize the experience from the first web visit, the brand prompts new users for their gender and category preferences to make product recommendations based on browsing history.

Sainsbury’s, the long-standing U.K. supermarket valued at €26 billion, has been in business since 1869. Despite its legacy status, Sainsbury’s is effectively closing the digital divide with efforts like its innovative shopping app, which allows users to scan the barcode of in-store items to receive additional product information or discounts.

Stitch Fix, a monthly retail subscription service, grew its active accounts to 2.7 million customers this year, increasing more than 30%. The brand thrives at onboarding new customers with a short survey to understand their habits and style preferences. Over time, it results in a fuss-free personal shopping experience shipped right to your doorstep.

Target, valued at $71 billion, nurtures customer engagement with a cross-channel shopping experience. Target’s mobile app, which also utilizes beacons to engage in-store shoppers. In addition, the retailer boasts strong personalized product recommendations.

Express, part of Limited Brands, is well-loved for its fast-fashion apparel. The Express Next program supplies shoppers with rewards, offers and custom messages on the app. The app also allows customers to check for size availability in any of the brand’s storefronts across the U.S.

Free People, a subsidiary of Urban Outfitters, is beloved for its often billowy and uniquely bohemian styles. The brand navigates as a consistently personalized experience, as users move from email to the website, and its iOS app offers a content-rich shopping experience.

Jo-Ann crafts and fabric stores feature daily discounts online, in-app, or in nearly 900 physical stores across the U.S. The brand recently launched an initiative to target communities, big business and nonprofits with its “Think Big” program, a bulk-pricing model for large shipments.

Ecommerce retailer Minted grew in 2013 after receiving $41 million in series-C funding. It offers high-end stationary, art and gifts, as well as home items through crowdsourcing independent designers from an international community of artists.

Founded in 2004, ModCloth began as an online store selling a small inventory of pre-worn vintage clothes and grew into a popular ecommerce destination before being acquired by Walmart in 2017. ModCloth promotes self acceptance and universal beauty standards in its advertising, editorial content and blog.

Newegg, valued at $2.6 billion, offers computer hardware, gaming and software to tech enthusiasts with monthly specials, trending products and discounted items. The brand’s auto-notify feature allows customers to schedule alerts on new releases or out of stock items.

Cabela’s, a subsidiary of Bass Pro Shops, sells hunting, fishing and outdoor merchandise at 50 retail stores across the U.S. and Canada. The mobile app uses push notifications to let customers know about events at their local Cabela’s shop. The website utilizes attribute-based recommendations that bridge categories.

Sporting goods superstore Dick’s is valued at $7.9 billion. It offers customers deep discounts, rewards and attribute-based product suggestions across multiple platforms, for a connected digital shopping experience. Online, customers can read product reviews and get a ‘pro tip’ about the sport or activity they’re browsing.

Lululemon began with high-end yoga pants and evolved its gear to suit women’s running and tennis needs. As the gear continues to evolve, so has its digital presence and community of loyalists. Users can shop Lululemon online, in-app, or in more than 350 stores across the U.S.

Amara distinguishes its brands by ‘life,’ ‘style,’ and ‘living’ distinctions in its content-rich newsletter. Each year the homestore marketplace releases two ‘A’ by Amara seasonal collections, specially curated with designs to enhance your home.

Founded in 2005, Betabrand is a fashion and apparel online community that experiments with crowdsourcing its products. The community informs the brand what it wants to see in a product’s design and then Betabrand brings it to life, eliminating stale inventory.

Outdoor apparel retailer Patagonia, valued at $209 million, manufactures high-quality clothing with a focus on sustainability. Those efforts really shine through on Patagonia’s content-rich website and blog, The Cleanest Line.

Tommy Hilfiger offers fabrics, designer wear, cosmetics and home furnishings in brand-affiliated department stores worldwide. The apparel line alone is valued at $6.7 billion. Attribute-based product recommendations organize the brand’s extensive jeans, clothing and footwear inventories.

Tradesy, a privately-owned recommerce brand, was originally founded as a Los Angeles bridal gown recycling service. The peer-to-peer marketplace, now valued at $25 million, focuses on luxury items and designer goods with an emphasis on personalization across channels.

Founded in 1996, Under Armour is a global sportswear brand. Under Armour also has a suite of health and fitness apps allowing customers to personalize their workouts. That data fuels attribute-based recommendations for products to help consumers meet their fitness goals along the way.

Urban Decay is loved globally for its pigment-rich eye palettes and beyond. The cosmetics retailer warmly onboards new customers with free deluxe samples for email sign-ups and first purchase. Advertisements also contain bold looks, colors and shade matches based on skin tone.

Vivino offers wine-lovers — and more specifically, those who know nothing about wine — the chance to learn about an endless market of brands and bottles. Vivino’s founder launched the brand to improve his wine IQ and has since created a content-rich site and app to learn, recommend, or buy any bottle in seconds.

Alex and Ani, valued at $350 million, crafted its signature bangles to energize and inspire women around the world. The jewelry retailer’s mission to spread positivity carries through every aspect of the experience, starting with a warm welcome email series.

Bohemian meets sophisticated retailer Anthropologie offers loyalists rich blog content and well-placed onsite recommendations. The upscale sister of Urban Outfitters sends rewards program members warm birthday emails complete with a just-for-you offer.

Backcountry follows the mission statement, ‘We get people who get outside.’ The ecommerce store focuses on outdoor gear and clothing, striving to connect customers to their personal passions with a content-rich digital experience and hard-to-find products for ‘gearheads.’

Birchbox has a curated online shop, but its monthly box is the company’s signature. Subscribers profile their preferences and Birchbox does the hard work of finding them high-quality hair, makeup, and skin products they’ll love. The box’s five beauty treats include samples to explore new products for the next shipment.

A 129-year-old legacy brand, this sports apparel superstore has successfully bridged the gap between brick-and-mortar and online. Modell’s uses shopper’s sports preferences to fuel product recommendations across its web and mobile channels.

Rebecca Minkoff, known for its modern spin on luxury handbags, is the epitome of a millennial label, connecting with shoppers on a personal level across social media. Her brand extends this intimate, innovative approach into the merchandise, embedding QR codes in products that unlock content and rewards for customers.

Steve Madden designs handbags, footwear and apparel targeted at millennial consumers through social media and an Instagram-esque website layout. Recommendations are broken up into trending categories that then branch off into attribute-based recommendations for similarly shopped products.

T.J. Maxx, best known for offering discounts on big name designers, features trending products and an ‘almost gone’ label on popular items. T.J. Maxx continues to refine and modernize its homepage, organizing its massive inventory with attribute-based and vertically-filtered recommendations.