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Cosmetics retailer Sephora disrupted the market with a wide range of products and “assisted self-service” philosophy. In 2016, the company recorded double-digit growth in profits and revenue for their parent company LVMH, and they have expanded to more than 100 stores. In keeping with the highly personal nature of skincare and cosmetics, Sephora stands out from its peers with a robust digital personal shopper that specifically tailors product recommendations to a customer’s exact skin type and tone, as well as her eye and hair color.
JustFab is an emerging global leader in shoes, handbags, accessories and clothing. The brand’s VIP program offers monthly deliveries, personal styling, discounts and other services. This model has driven a compound annual growth rate of 124% since 2010, and is laying the groundwork for a future IPO. The customer experience is among the most personalized we’ve seen of any fashion retailer: first-time visitors are quizzed not just about their sizes, but also about the styles and looks they prefer and even the celebrities they admire.
Big-box retailing juggernaut Walmart generated nearly half a trillion dollars in revenue in 2016, but faces tough competition from Amazon as the retailer tackles the ecommerce space. Personalization is a powerful weapon in its arsenal - Walmart has adopted many of the personalization tactics we measured, albeit to varying degrees of success. Like other retailers, the company provides editorial content alongside product listings to encourage deeper engagement. Walmart also serves up both attribute-based and collaboratively filtered product recommendations.
In keeping with its digital roots and high-status clientele, fashion retailer Net-a-Porter offers a slick web and mobile experience that includes high-touch personalization tailored to style-conscious consumers. The fashion retailer onboards new customers by asking them which designers and styles they like - although the list is exhaustive and challenging to parse - and their welcome email invites further preference sharing. Net-a-Porter offers attribute-based recommendations framed as a “How to Wear It” guide, served up alongside collaboratively filtered recommendations.
eBay invented many of the techniques online retailers use today for personalization and broader customer experience innovation, and their robust management of the purchase funnel reflects their heritage as an ecommerce pioneer. The online marketplace generated nearly $9 billion in 2016 sales, with sustained year-over-year growth. Grounded in the idea that eBay customers are hunting for specific items, eBay tunes the customer experience to connect people and products as efficiently as possible. The eBay site offers recommendations driven by customers’ category purchases as well as attribute/similarity data, and the brand drives purchases through messaging that increases in urgency as relevant auctions close. However, eBay’s recommendations appear to be limited to similar products or categories, which could be improved through the use of other forms of implicit data.
Apparel retailer Nordstrom built its brand on an obsession with customer service, and the retailer’s strong digital presence reflects this focus. Online sales are a significant driver for growth in their $3.3 billion business. As expected, their site and app offer robust editorial content and detailed reviews, enhanced by unique features such as a word cloud of customer comments and useful information about specific fit and sizing. This content is integrated with related product recommendations, driven both by product attributes and collaborative filtering. Notably, Nordstrom is one of the few retailers surveyed that follow up on abandoned carts with same-day emails.
While other retailers in the sector are consolidating or facing bankruptcy, outdoor goods retailer REI is thriving with $2.5 billion in 2016 sales and a healthy balance sheet. The sense of community and social responsibility that animates their brand extends to their digital experience. Like other lifestyle retailers, REI offers a wide range of inspirational editorial content through their Co-Op Journal, and REI’s social team are very engaged on social channels.
Like others in the apparel space, high-end fashion retailer MATCHESFASHION.COM quizzes new customers about the styles and designers they prefer, and their email communication is highly personalized based on those preferences. The luxury retailer also invests in editorial content with “The Style Report,” an online fashion and lifestyle magazine, and personalizes the customer experience through MyStylist, a complimentary personal shopping concierge.
Big-box home improvement retailer The Home Depot serves customers with a wide range of product expertise, including professional contractors who know exactly what they need and first-time DIYers. The home improvement retailer pulled in $94 billion in 2016 revenue, and a strong first quarter bodes well for profits in 2017. The site and mobile app feature robust editorial content, offering ideas and inspiration along with specific how-to guides for a wide range of projects – all tightly linked with the products required to complete them. This includes well-curated Q&A sections for specific products.
|T10||Abercrombie & Fitch||57||22||11||9||15|
Upscale casual wear retailer Abercrombie & Fitch is working to offset a decline of in-store sales and compete more effectively with digital-native retailers and fast-fashion chains by investing in a more robust and innovative online experience. A key element of this is the thoughtful and measured timing and cadence of email communications. After welcoming new customers, messaging gradually ramps up to promote the retailer’s loyalty program and encourage use of the mobile app. Along the way, A&F collects information about customers’ preferred categories and brands and uses it to drive attribute-based and collaboratively filtered product recommendations - although email communication is not highly personalized.
|T10||Alex and Ani||57||22||12||13||10|
Consumer electronics retailer Best Buy’s online sales grew more than 20% year-over-year in 2016, faster than Walmart, Home Depot and Amazon. Personalization and thoughtful customer on boarding helped drive this growth. First-time visitors are invited to sign up for their newsletter, and the site includes thoughtfully-placed advertising – including for products not sold on the site. Interestingly, if the site doesn’t have any viewing history for the customer, it will call attention to this by inviting them to start browsing and suggesting some categories to try first.
UK-based grocery and general merchandise retailer Tesco is recognized for their commitment to data-driven retailing; the grocery chain took a strong lead in its sector through early investments in customer research, analytics, and loyalty programs. Fittingly, Tesco’s online personalization efforts are more advanced, bridging the online and offline experience more thoroughly than their peers.
Founded in 2000, apparel retailer ASOS was an early pioneer in online fashion; since then, the retailer has built a strong brand and following in the UK and Europe, and is emerging as a powerful force in North American style. Like other fashion retailers, ASOS helps shoppers discover new products through attribute-based “Buy the Look” suggestions, and the ASOS site offers a chatbot for product questions. ASOS is also one of the few retailers to immediately tailor the experience for new customers to their gender in email offers and the mobile app experience.
Birchbox helps customers discover new beauty and grooming products through subscription and à la carte offerings, and the formula is working: the fourth quarter of 2016 included the company’s all-time highest sales month, and the company achieved profitability this year. The retailer goes above and beyond to understand its customers: asking not just about her skin tone and type, but also about her level of beauty knowledge, skin tone, income, brand preferences, and even how she styles her hair.
Like many other clothing retailers, Men’s Wearhouse invests in editorial content to spark style ideas for its customers – “Guy’d Lines” is their blog and content hub for lookbooks and tips on style and closet management. But the experience isn’t one-size-fits-all: the site keeps track of individual customers details, and serves up only appropriately-sized items in category searches. The still-in-beta Look Finder can recommend items or entire outfits based on style, occasion, fit, price range, and color palette.
Dominant ecommerce player Amazon is famously customer-obsessed, which has paid off with more than $135 billion in revenue last year and 25% year-over-year sales growth in the second quarter of 2017. The company was among the first to use both attribute-based and collaboratively filtered product recommendations to connect person and product – to the point that phrases like “products like…”, “people who bought…” and “people like you…” are deeply associated with the retailer.
Health-forward cosmetics retailer Colorescience offers a unique product line that blurs the lines between makeup and skincare. What sets it apart is a clever rewards program - not only does the program offer product discounts for repeat purchasers, it also hands out points for product reviews, connecting on social channels, filling out surveys and even reading the brand blog. Colorescience also places a greater emphasis on the voice of the customer through prominent placement of customer reviews, and a “social gallery” highlighting customer-submitted product photos.
Discount footwear retailer Famous Footwear’s mobile app stands out for its use of a messaging center that includes personalized offers, and both their site and app are unique in their use of gamification to encourage repeat purchases by showing the customer’s progress towards their next reward. Overall, the online experience is clean, well-designed and easy to navigate, with prominent but non-intrusive offers and promotions.
Footwear and active wear retailer Nike has a long history of innovation, both in its products and a wide range of fitness apps and technologies. Nike also pioneered personalized manufacturing, with the core NikeID line as well as custom collections across other brands. Nike offers a range of mobile apps dedicated to running and general fitness, as well as a SNKRS app tailored to sneaker heads looking for exclusive content and the latest drops.
Like its sibling brand JustFab, footwear retailer Shoedazzle stands apart by quizzing first-time visitors not just about their sizes, but also the styles and looks they prefer and even the celebrities they admire. All this data gives the retailer a nuanced view of their customers, and it powers a highly customized “My Showroom” section as well as email messaging and retargeting that increase in relevancy over time as individual customers engage.
Venerable retailer J.C. Penney is in the midst of a three-year turnaround plan, and has embraced digital with a robust mobile app, as well as early adoption of beacons to direct shoppers to items in customers’ carts that are in stock. Its mobile app stands out for convenient features such as in-store pickup for online orders, tutorials and on boarding for new customers, a wallet for coupons and rewards, as well as unique technologies such as a visual search feature that uses machine learning to recognize objects in customer photos and search for similar items.
|T22||Rent the Runway||53||16||12||14||11|
Rent the Runway pioneered online apparel and accessory rentals in 2009, and has since expanded to offer apparel subscription programs and brick-and-mortar locations. Customers can rent items for 4-8 days, or subscribe to three-garments-at-a-time shipments to keep their everyday wardrobe fresh. Subscribers also get access to exclusive discounts as well as access to concierges and personal stylists.
Like its competitors in the home-improvement sector, Lowe’s relies heavily on how-to guides and video tutorials to encourage DIY’ers to learn and buy. However, Lowe’s builds on this with highly detailed preferences collection; just as a good apparel retailer knows a lot about its customers’ sizes and style preferences, the Lowe’s profile manager is richly featured, with a “Home Profile” section where customers can upload information about rooms in their homes such as floor dimensions and layouts. Unfortunately, this customer-provided data does not appear to meaningfully influence product recommendations or impact the shopping experience--it’s used primarily as a place to store notes.
|T24||Toys "R" Us||52||26||10||5||11|
Children’s retailer Toys “R” Us has one of the most robust product recommendation systems in the market, with everything from attribute-based and collaboratively filtered options, as well as trending items, bestsellers and a strong gift recommendation engine. The toy retailer understands that the end users of their product (children) aren’t necessarily the users of the site (parents and gift-givers), and the customer experience is nuanced to reflect this.
DSW (Designer Shoe Warehouse) is a discount footwear, handbag and accessory retailer with more than 500 stores, as well as an ecommerce property established in 1998. The retailer’s personalization efforts are notable for its app’s gamification of customer loyalty programs, and the use of personalized products in both email messaging and ads retargeting.
Sportswear and footwear retailer Foot Locker is known for its referee-style employee uniforms, and also for a powerful app that caters to sneakerheads with information about where customers can find new drops, and reserve them without standing in line at the store. Additionally, the shoe retailer offers a full-featured loyalty program with discounts for frequent purchases and occasional early access to new releases.
Esteemed retailer Macy’s has a long history in retail, dating back to the opening of its first store in 1851. The retailer makes extensive use of collaboratively-filtered recommendations, driven in part by customer preferences collected at signup. Macy’s uses in-store beacons to send push notifications to their app, alerting customers in or near a store to deals, sales, and items left in the carts. The brand also makes use of personalized offers through its site and app, allowing customers to store and reference active offers in a digital wallet
Discount retailer Target has built a reputation for “cheap-chic” through its in-house brands and collaborations with renowned designers such as Isaac Mizrahi and Philippe Starck. The retailer thoughtfully uses in-store beacons to push offers to customers’ apps – which are limited to two per store visit. Target is also notable for including local store information in email communications
Established in 1977, Victoria’s Secret is the United States’ largest retailer of women’s lingerie, with $7.7 billion in 2016 sales. The Victoria’s Secret mobile app stands out with its robust personal shopper feature, where customer can create custom “boutiques” by specifying their size, preferred bra type and support level – data that is used to provide highly personalized product recommendations.
Like its American counterparts Home Depot and Lowe’s, UK-based home improvement retailer B&Q invests in editorial content to help DIY’ers take on projects and learn new skills. B&Q also offers both attribute-based and collaboratively-filtered product recommendations, and a live chat feature for additional support.
Like its sibling brand JustFab, digitally-native activewear retailer Fabletics onboards new customers with a detailed style quiz that is used to tailor content to their preferences. The Fabletics website also features “The Masters,” an editorial series that profiles fitness gurus and amateur athletes. Fabletics offers both attribute-based and collaboratively filtered product recommendations, along with customer ratings and reviews.
Adidas is the largest manufacturer of sportswear in Europe. Like other footwear retailers, the Adidas app caters to sneakerheads with pre-order opportunities for new releases. Additionally, the Adidas All Day Fitness app (and associated blog) offers activity and sleep tracking functionality as well as motivational content. The brand is also notable for its intensive use of Snapchat.
Founded in 1892, Halfords is the UK’s leading retailer of cycling, camping and automotive products, and garnered $1.3 billion in their 2017 fiscal year. The Halfords online presence provides both attribute-based and collaboratively filtered product reviews, complemented by customer reviews, product wishlists and editorial content.
|T33||House of Fraser||49||23||14||3||9|
UK-based department store House of Fraser was established in 1849, and generated $1.5 billion in 2016 sales. Their online store, established in 2007, offers collaboratively-filtered product recommendations, customer reviews and wishlist functionality. These features are supplemented by a collection of editorial buying guides. House of Fraser also offers customer service via Facebook Messenger.
Under Armour muscled into the sportswear market with its pioneering moisture-wicking garments, and the company earned $4.8 billion in 2016, a 22% increase over the prior year. Like its competitors, Under Armour’s non-product offerings lean heavily towards fitness apps and motivational content. The Under Armour site offers both attribute-based and collaboratively filtered recommendations and the brand retargets customers with abandoned carts via emails that contain an additional offer of free shipping.
Established in 1987, casualwear retailer Aeropostale operates more than 700 stores in the United States, selling its own-label clothing to a youthful customer base. The company is notable for designing, sourcing, marketing and selling its own brands. The Aeropostale site features both curated and attribute-based product recommendations.
American Eagle and its sibling brand Aerie sell youthful, casual apparel for men and women through over 1,000 stores worldwide. The American Eagle loyalty program, “AEO Connected,” offers free jeans and bras for frequent shoppers, as well as free shipping and other perks. The retailer’s website provides attribute-based product recommendations as well as customer reviews and ratings and offers a chatbot for basic customer service.
|T37||Frank and Oak||48||13||13||9||13|
Canadian fashion retailer Frank And Oak offers “progressive style for the moments that matter” through its online storefront as well as a handful of retail outlets. The brand also offers a subscription-based personal styling service as part of the Elevate loyalty program. The site offers attribute-based product recommendations, and they retarget abandoned carts with emails that include custom offers as well as digital ads featuring product images. The brand’s Style Plan service is a subscription service that acts as a personal shopper and stylist.
Established in 1983, J Crew sells apparel and accessories in 575 locations worldwide, earning $2.4 billion in 2016 revenue. Like other fashion retailers, they offer editorial content to engage customers and spark style ideas. J Crew offers both attribute-based and collaboratively filtered recommendations, as well as customer ratings and reviews. New customers are welcomed via an onboarding process that encourages engagement via social channels.
|T37||New York & Company||48||21||5||14||8|
Women’s apparel retailer New York & Company focuses on wear-to-work fashion and markets its products through a variety of celebrity tie-ins. On the New York & Company site, customers can set preferences for garment and shoe sizes as well as proportion. The retailer’s site also offers attribute-based and collaboratively filtered recommendations, as well as customer ratings and reviews that rate items according to quality, value, and fit.
|T37||Saks Fifth Avenue||48||18||9||9||12|
Luxury department store Saks Fifth Avenue is part of the Hudson’s Bay Company, the oldest commercial operation in North America. The company operates 39 stores selling men’s and women’s apparel, as well as an ecommerce operation established in 2000. The luxury retailer helps shoppers complete the look and discover more with attribute-based and collaboratively filtered product recommendations, plus valuable customer ratings and reviews. The company retargets abandoned carts and includes personalized messaging in digital advertisements.
Flat-packed furniture juggernaut IKEA is known for its sprawling retail stores, as well as its pioneering collaboration with Apple on an augmented reality app that enables customers to place virtual furniture in real rooms. The IKEA online presence makes extensive use of collected data to influence everything from newsletter content to product recommendations – at signup, customers are asked everything from their age and basic demographics, to marriage and moving plans.
|T43||Whole Foods Market||47||22||11||7||7|
Whole Foods Market’s ecommerce offering, available to shoppers within delivery range of a store, offers attribute-based and collaboratively filtered product recommendations, as well as grocery lists and product ratings and reviews. The Whole Foods site also offers editorial content such as recipes and how-to guides. Customers and industry pundits alike are keen to see how the grocery chain’s digital offerings will evolve following their acquisition by Amazon.
Video game and consumer electronics retailer Gamestop operates more than 7,000 locations worldwide, alongside a robust ecommerce presence. Gamestop is notable for its strong mobile app and site, as well as a rewards program that offers increased store credit for selling back games, and offering discounts on pre-owned games. Gamestop’s Power Up rewards program is also used to bridge the gap between digital and in-store experiences.
Footwear and apparel retailer Zappos built its brand on an eclectic approach to customer service and a unique company culture, both of which contributed to the retailer’s 2009 acquisition by ecommerce juggernaut Amazon. The Zappos site offers both collaboratively filtered and attribute-based product recommendations, as well as customer reviews and ratings and basic wishlist functionality. Customers reviewing products on the site are encouraged to rate products along multiple axes (e.g. fit, comfort) and upload photos and video of their purchases.
Pioneering fast fashion brand H&M is notable for a slick, fully-featured mobile app that includes styling advice, personalized push notifications for product recommendations, and editorial content. The retailer also runs a unique win-back program for abandoned carts via direct mail. The H&M site offers attribute-based as well as collaboratively filtered product recommendations, along with customer reviews and ratings.
American department store chain Kohl’s operates more than 1,100 locations, earning roughly $19.2 billion in revenue in 2016. The brand’s online presence offers attribute-based and collaboratively filtered product recommendations, customer ratings and reviews and retargets abandoned carts with emails and digital advertisements that include customized offers.
Texas-based department store Neiman Marcus is known for its lavish holiday catalog, as well as its very early adoption of digital: it sold a “kitchen computer” for recipe organization in 1969. The Neiman Marcus site offers attribute-based as well as collaboratively filtered product recommendations, along with customer reviews and ratings. The retailer also uses in-store beacons to notify customers about events, trunk shows and designer visits.
Outdoor footwear, apparel and accessories retailer Timberland was established in 1918, and made $1.8 billion in 2016 revenue across more than 150 stores and a robust online presence. The Timberland site offers attribute-based and collaboratively filtered product recommendations and like other apparel retailers, this is supplemented by style- and season-focused editorial content. The Timberland site also features customer-supplied product photos through their “Wear it, Share it” feature.
San Francisco-based clothing retailer Betabrand is well-known for its crowdsourced approach to product development. The brand is very active on social channels, and the site features customer-generated product photos on the “Model Citizen” blog. Customers can leave comments on items, and even publish their own blog-like content. The retailer includes personalized products and messaging in email, based on customer profiles, and onboards customers with a robust welcome series that includes timing and behavioral triggers for messaging.
Venerable clothing retailer Brooks Brothers is known for high-touch customer service in stores, but its digital presence has plenty of room to catch up. This is largely due to a light touch in terms of the customer data it collects. Although the Brooks Brothers’ site matches other retailers in offering high-quality editorial content, it offers little in the way of personalized product recommendations beyond attribute-based “related products.” The retailer does, however, make customer data available to in-store clerks during checkout, offering an opportunity to bridge the online and offline experience.
|T51||Dick's Sporting Goods||44||17||6||5||16|
Dick’s Sporting Goods made a major push into ecommerce in 2017, and recently projected that its online sales will surpass in-store sales this year. Notably, the retailer takes an “endless aisle” strategy in stores, equipping sales associates with mobile devices to help them order out-of-stock items online. The DSG site also offers a chatbot for authenticated users to provide customer service for existing orders.
Established in 1980 by Limited Brands, Express sells youthful apparel to men and women through more than 600 locations, and earned $2.1 billion in 2016. Express’ site features attribute-based and collaboratively filtered product recommendations, customer ratings and reviews, and follows up on abandoned shopping carts with emails containing a free shipping offer.
|T51||The Body Shop||44||23||8||0||13|
British-based cosmetics, skincare and perfume retailer The Body Shop was founded in 1976, and earned $1.1 billion in 2016 revenue. The Body Shop website wins customers over with attribute-based and collaboratively filtered product recommendations, and compelling editorial content on grooming and makeup. The brand’s digital advertising features dynamic creative in the form of product carousels. The Body Shop is also notable for its generous loyalty program.
Storied high-fashion brand Burberry earned $3.4 billion in 2016, and is famous for iconic trench coats and distinctive check pattern. Burberry’s elegant online presence is heavy on editorial content featuring the brand’s recent runway shows. The site offers attribute-based product recommendations as well as customer ratings and reviews. Burberry’s mobile app is currently only available on iOS devices.
PetSmart earned $6.9 billion in 2016 by offering pet supplies and services, including adoption and boarding, through more than 1,500 locations throughout North America. The pet lover’s destination site helps its customers find what their furry friends need with attribute-based and collaboratively filtered product recommendations and customer ratings and reviews. PetSmart retargets customers who abandoned carts with digital advertising, and the brand is active on social channels.
Hip clothing and housewares retailer Urban Outfitters earned $3.45 billion in 2016 from more than 400 stores as well as a robust online presence. As part of the brands social strategy, Urban Outfitters prominently features items that customers like most on Instagram. The brand coverts more online shoppers with its attribute-based and collaboratively filtered product recommendations, along with rich customer ratings and reviews that include photos of the products IRL.
Outdoor recreation retailer Cabela’s was founded in 1981, and it earned $4.1 billion in 2016 across 82 stores and a strong ecommerce operation. The brand is notable for its editorial content. Their site highlights recently-viewed products that may qualify for sales and offers. The site also offers attribute-based and collaboratively filtered product recommendations. Customers can also use their app to scan barcodes and read customer reviews and ratings.
Founded in 1969, The Gap is a major worldwide apparel retailer, with more than 3,700 stores worldwide. This global footprint helped them earn $16.1 billion in 2014. The iconic Americana retailer gives customers what they want on the site with attribute-based and collaboratively filtered product recommendations, paired with detailed customer ratings and reviews. The company also retargets abandoned carts with product images and a personalized offer.
Department store chain John Lewis operates 48 stores throughout the UK as well as a comprehensive online presence, earning roughly $5 billion in 2017. Its website offers collaboratively-filtered product recommendations, customer ratings and reviews, and wishlist functionality. The company also offers a basic digital shopper service, as well as a range of editorial content.
Discount retailer Overstock.com was founded in 1999, and the company earned $1.8 billion in 2016 with an ecommerce operation focused on new and discontinued merchandise. To help navigate the thousands of products on Overstock’s inventory, the brand uses attribute-based and collaboratively filtered recommendations, and useful customer ratings and reviews. Customers can also request notifications for price drops, low inventory or new customer reviews. However, the brand does not appear to retarget abandoned carts or browsed items in email or digital advertising.
Kitchenware and home furnishings retailer Williams Sonoma was founded in 1956, and its parent company earned $4.4 billion in 2014. In addition to offering attribute-based and collaboratively filtered product recommendations, the company is active on social media, with recipe videos, contests and other editorial content. The company also uses customer data to do light personalization of direct mail.
|T64||Crate & Barrel||39||22||3||3||11|
Upmarket furniture and housewares retailer Crate & Barrel operates more than 80 stores throughout the North America. Complementing the site’s attribute-based and collaboratively filtered product recommendations, the brand features customer ratings and reviews and a “mood board”-like wishlist feature. The company has also piloted an in-store program where customers can use a tablet to add items to a digital cart.
Consignment retailing startup The RealReal focuses on the “lifecycle of luxury,” selling authenticated secondhand items to an upscale clientele. The website offesr attribute-based product recommendations, customer ratings and reviews, and adds a light touch of personalization to email communications. The brand’s welcome series engages customers early on with a modest store credit.
Activewear retailer Lululemon built a strong brand around its range of yoga-inspired products, and the company’s online presence reflects their informal brand personality – the language is casual and friendly. For example, the company doesn’t offer sales – Lululemon says it “made too much” of a particular product. While the digital experience is relatively light on personalization, the site includes some notable features, such as recommendations for in-store availability for items that are out of stock online. The retailer offers attribute-based product recommendations, and email messages include some personalized offers based on browsing history and cart contents.
Clothing retailer PacSun sells the youthful California lifestyle at more than 800 stores throughout the United States, earning nearly $800 million in 2014. New customers are invited to sign up for email newsletters, which are tailored to the customer’s preferred gender. Email onboarding also recruits customers into the retailer’s loyalty program, while its site offers attribute-based product recommendations to shoppers.
Founded in 1964, British fashion retailer Topshop operates more than 500 locations worldwide, as well as an online store. The Topshop site offers attribute-based and collaboratively filtered product recommendations, as well as editorial content, customer wishlists, ratings and reviews. The company retargets abandoned carts with emails featuring product images.
British supermarket ASDA’s online presence is focused on the company’s delivery and in-store pickup service. Customers can set detailed preferences, including kosher, gluten-free and lactose-free. The site’s product recommendations generally take the form of sponsored items, though it does feature customer reviews and ratings.
Founded in Australia in 2006, Redbubble sells a wide range of apparel, accessories and home décor designed by a community of independent artists. Redbubble’s site features attribute-based and collaboratively filtered product recommendations, a robust preferences manager, and the ability to get updates from customers’ favorite artists. Redbubble retargets abandoned carts with emails and digital ads, and also runs one-time email win-back campaigns for customers.
Upscale leather goods and accessories retailer Coach earned $4.2 billion in 2016, from over 1,000 retail locations as well as an elegant ecommerce operation. The Coach site highlights its breadth of products to its savvy shoppers with attribute-based and collaboratively filtered product recommendations and customer ratings and reviews. The company also retargets customers who abandoned carts using email.
Personal styling and subscription startup StitchFix’s business model is inherently personalized – based on a style quiz, a combination of people and algorithms selects regular shipments of clothing and accessories for customers to try. Consequently, the site does not offer ecommerce features such as shopping carts or online recommendations, although it does offer customer ratings and reviews. Customers receive personalized correspondence from their stylists with their orders.
Footwear and apparel manufacturer Vans built a brand around skateboarding, BMX and motocross, as well as its long-running sponsorship of the Warped Tour concert series. The Vans site offers attribute-based and collaboratively filtered product recommendations to help shoppers find the perfect shoe or apparel for them, paired with customer ratings and reviews to help select fit, etc. The company seizes additional revenue through retargeting abandoned carts with email.
Seattle-based ecommerce retailer Zulily sells children’s and women’s apparel, accessories and décor to an audience of young, tech-savvy mothers. The company carries little inventory, and focuses on daily flash sales. In addition to highlighting other items in the current sale, the site offers collaboratively filtered product recommendations. The site offers wishlists, but does not feature customer ratings or reviews. For email communications, Zulily offers a unique “snooze” feature that suspends emails for 30 days.
Founded in 1992, Anthropologie sells women’s apparel and accessories, décor, cosmetics and gifts at more than 200 locations worldwide. The brand’s site, geared for modern women with unique style across their 20s to 40s, offers the ability to check in-store inventory, attribute-based and collaboratively filtered product recommendations, and has useful customer ratings and reviews that incorporate details about fit. Anthropologie also maintains a blog with popular lookbooks, how-tos and profiles.
|T75||Bed Bath & Beyond||35||22||2||4||7|
Home goods retailer Bed Bath and Beyond earned $12.2 billion in 2016 through sales at roughly 1,500 locations as well as through their ecommerce offering. The Bed Bath and Beyond site -- filled with thousands of SKUs -- offers attribute-based and collaboratively filtered product recommendations, along with wishlists and customer ratings and reviews, to help its shoppers shop and discover.
Founded in 2007, ecommerce driven men’s clothing company Bonobos was acquired by Walmart in 2016. The Bonobos site allows customers to set preferences for clothing size, and save items to a wishlist. The company retargets abandoned carts with emails as well as digital ads featuring product images. Bonobos’ email messages includes personalized product recommendations and new customers are onboarded via a well-timed welcome series.
Established in 1990, Lucky Brand sells denim, sportswear and outerwear at 150 company-owned locations throughout the United States. The Lucky site offers wishlists, a useful chat feature, collaboratively filtered product recommendations and customer ratings and reviews. Lucky Brand also retargets abandoned carts with email and digital ads.
Enduring toy manufacturer Mattel earned $5.4 billion in 2016 from a wide range of memorable brands. The company’s online presence is notable for its robust preferences manager, which allows for customization by brand, email frequency and opt-in for promotions from other retailers. To help shoppers find the toys dreams are made of, its site offers attribute-based and collaboratively filtered product recommendations, along with wishlists, customer ratings and reviews.
L’Occitane earned $1.3 billion in 2016 selling luxe body, face, fragrance and home products, all produced in-house at its headquarters in Manosque, France. The timeless French brand’s site offers attribute-based product recommendations, along with wishlists, a rewards program, support via chat, and customer ratings and reviews to make shopping its catalogue easy as possible.
Founded in 2008, Cambridge Satchel Company sells classic leather bags and accessories online and through a handful of retail locations in the United Kingdom. The site offers attribute-based product recommendations, wishlists and customer ratings and reviews. The site’s blog, “The Journal,” showcases new product lines and style trends. Email messages from Cambridge Satchel Company are timed according to the customer lifecycle and new customers are onboarded via an email welcome series.
Founded in 2007 and now owned by Saks Fifth Avenue, Gilt Groupe was an early pioneer in online flash sales geared for the luxury shopper. The company keeps in touch frequently with customers via email, which often includes discounts and free shipping offers. Additionally, Gilt Groupe retargets customers who abandoned carts with digital ads that feature personalized messaging and special offers.
Founded in 1958, Reebok is a global footwear and apparel company. Like other athletic retailers, the company has invested in a range of fitness apps, and the site offers robust customization options. Reebok retargets abandoned carts with emails and ads that include personalized messaging. The site offers collaboratively filtered product recommendations, which are featured on the customer dashboard as well as on product pages.
Digital-native women’s intimates retailer Adore Me was founded in 2012, and the company has recently opened its first retail store and launched a partnership with Nordstrom. Adore Me is known for their fast fashion approach to lingerie, use of A/B testing on product images and using customer polling data to make decisions about new products. The site offers customer ratings and reviews, and the company retargets customers who have abandoned carts via email messages containing product images of the items left behind.
Online consignment store Chairish focuses on a design-forward collection of furniture, art and home décor. The Chairish site features attribute-based product recommendations as well as customer ratings and reviews. Chairish notably combines its account creation and newsletter sign-up processes, avoiding some of the “double newsletter” issues that other retailers commonly run into.
Founded in 2007, ChemistDirect is now one of Europe’s largest online pharmacies, offering a wide range of personal health, grooming and beauty products. The ChemistDirect site makes shopping easier for its customers with collaboratively filtered product recommendations, as well as customer ratings and reviews. The retailer also welcomes new customers to its Pharmacy2U brand with a welcome email.
Founded in 1938, Dillard’s is an American department store chain with roughly 300 locations and a strong presence in Texas and the Southwest. The company earned $6.7 billion in 2016. The Dillard’s site offers customer reviews and ratings as well as a wishlist and chat feature. The company retargets customers who have abandoned carts with emails that feature product images of items left behind.
With roughly 700 locations, Forever 21 is a leading fast fashion brand, earning $4.4 billion in 2015. The Forever 21 site offers collaboratively filtered product recommendations, customer wishlists, and editorial content focused on seasonal and thematic style guides. The retailer also engages with customers via social channels.
Upscale home furnishings retailer Pottery Barn’s online presence offers attribute-based and collaboratively filtered product reviews, as well as editorial content offering tips and ideas for every room in the house. Pottery Barn also retargets customers who have abandoned carts with email messaging and digital ads that feature personalized messaging, images of products left behind, and personalized offers.
Founded in 1984, watch and accessory brand Fossil earned $3 billion in 2016. The Fossil site offers attribute-based and collaboratively filtered product recommendations, the ability to check in-store inventory, and customer reviews and ratings. Fossil has a mobile-enabled website, but the company’s app is focused on support for their range of smartwatches and wearables.
British footwear brand Dr Martens is known for its iconic eight-eyelet boots as well as a broad range of shoes and accessories. The Dr Martens site features curated product recommendations and editorial content, and retargets abandoned shopping carts with emails including product images. The company also runs re-engagement campaigns via email for lapsed customers.
Sole Society offers stylish and affordable looks through an online store as well as boutiques in selected Nordstrom locations. The site offers attribute-based product recommendations, customer ratings and reviews, editorial content, and notifications for out-of-stock items. New customers are asked which categories they’re shopping for, and the site content is immediately personalized to their needs. The company retargets abandoned carts with email and digital ads that include product imagery.
Founded in 1978, specialty clothing retailer Zumiez operates more than 650 retail locations as well as an online store. The brand focuses on clothing for active sports, including skateboarding, snowboarding and motocross racing. The Zumiez site offers attribute-based and collaboratively filtered product recommendations, as well as customer wishlists, ratings and reviews.
Founded in 1938, outdoor and footwear retailer Columbia Sportswear earned $2.1 billion in 2014 through its online store as well as roughly 100 locations throughout the United States. The brand is noted as a leading retailer of ski apparel. The Columbia Sportswear site highlights its product catalogue with collaboratively filtered product recommendation, as well as offering useful editorial content, wishlists and customer ratings and reviews.
Founded in 2011, ecommerce retailer Mack Weldon focuses on men’s basics, including underwear, t-shirts, socks and loungewear. The company’s slick online presence includes shopping carts that feature product recommendations and reward opportunities. It also features collaboratively filtered product recommendations. The retailer onboards new customers with a welcome series and an escalating range of special offers.
Founded in 1967 with a line of men’s ties, storied fashion brand Ralph Lauren’s parent company earned $7.4 billion in 2016. The company’s online store emphasizes product personalization such as monograms and custom logos and crests. The site offers collaboratively filtered product recommendations as well as editorial content and wishlists. The company retargets customers that abandoned carts with emails and digital ads featuring personalized product images.
164-year-old apparel company Levi Strauss earned $4.5 billion in 2015, led by its iconic stone-washed denim line. The Levi’s site features curated product recommendations and a Virtual Stylist (a combination chatbot and personal shopper) which makes recommendations based size and fit preferences. The brand’s True Fit feature allows customers to determine their size profile for clothing recommendations based on how well similarly-sized items from other retailers fit.
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FiveFour Club offers a subscription-based online personal styling service. After completing a short style quiz, customers receive a monthly package of apparel and accessories. Customers can also shop for selected garments a la carte. The retailer offers support and service via chat, and are active on social channels.
Established in 1901, Hanes is known for its underwear, activewear and casualwear, as well as its memorable advertising taglines over the years. The Hanes site features collaboratively filtered product recommendations, as well as wishlists and customer ratings and reviews. The brand also offers a mobile app to shop on the go.
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Discount department store Burlington Coat Factory was founded in 1972, and earned $4.7 billion in 2013 through its online store as well as nearly 600 retail locations. The Burlington Coat Factory site features collaboratively filtered product recommendations as well as wishlists, customer ratings and reviews. The company retargets customers who abandoned carts with digital ads featuring personalized product imagery.