From the Wires
Acquity Group Audit Reveals Nordstrom, Home Depot Among Top 10 Brands Excelling at Digital Channel Engagement
With Nordstrom leading the pack, the Top 10 retailers pave the way for superior cross-channel customer engagement.
By: PR Newswire
Nov. 29, 2012 08:10 AM
CHICAGO, Nov. 29, 2012 /PRNewswire/ -- Acquity Group (NYSE MKT: AQ), a leading global Brand eCommerce™ and digital marketing company, announced today the results of its inaugural 2012 Brand eCommerce Audit™, which identified the top 10 retail bands excelling at customer engagement across digital channels, including big browser, social, and mobile. The Audit evaluated Interbrand's Best Retail Brands 2012.
At 80.8 percent of total possible points, Nordstrom came in as the top retailer, and the only company with a score above 80 percent. With the ability to scan items in-store, see local deals, and pick-up online purchases in-store, this retail giant has made an exceptionally strong effort in the mobile channel, scoring well in both service and accessibility. GameStop rounded out the top 10 with its core strength clearly in its big browser website, which leverages progressive features such as inventory look up, in-store pick up and returns for online orders, and customer reviews.
The top 10 brands leading the pack of the 50 companies evaluated include, in order of ranking: Nordstrom, Home Depot, RadioShack, Best Buy, Target, Staples, Walgreens, Urban Outfitters, Walmart and GameStop.
"These ten companies put a clear and strategic focus on reaching their customers through a variety of means, allowing for superior cross-channel customer service," said Andy Peebler, Senior Vice President at Acquity Group. "The number of touch-points is growing at a rapid pace, and these companies have effectively identified and utilized the ever-increasing methods for engaging customers to position themselves as leaders."
On average, companies scored high in brand consistency (89%), which evaluated how traits such as vision and positioning, editorial style, and identity are treated across channels. With an average 54 percent score across retailers, accessibility score refers to how easily a customer can find a retailer and make a purchase across channels, including mobile and SEO. Many retailers scored high in big browser and mobile, but few offered emerging features, such as the ability to pay by mobile device in-store.
"These retailers realize just how critical it is to interact with customers in ways that enhance the overall brand experience across channels," added Peebler. "Their ability to maintain a high level of customer service and engagement is something that all companies must possess in today's marketplace."
Companies were evaluated across six major channels using a quantitative scoring structure that rewarded those who support innovative, emerging features catering to consumers in service and accessibility. Further assessment was based on a qualitative scale to assess brand consistency across marketing channels.
To download the full Brand eCommerce Audit™ report, visit www.acquitygroup.com/brandaudit2012.
The Acquity Group Brand eCommerce Audit™ Methodology
As a leading provider of digital marketing, interactive design, and eCommerce solutions, Acquity Group has worked with many well-known retailers to extend and redefine their cross-channel capabilities for increased profits, efficiency and customer engagement, the Company wanted to obtain a better understanding of how well brands are engaging customers across channels.
The Audit considered all companies listed on Interbrand's Best Retail Brands 2012 and looked at quantitative metrics across a variety of channels, which included in-store, big browser, mobile, social, search and email. Companies were awarded points based on their level of interaction with consumers across each of these channels and were further evaluated on a qualitative scale to assess consistency across marketing channels.
About Acquity Group
Acquity Group is a leading global Brand eCommerce™ and digital marketing company, creating award-winning digital experiences for global brands. Our multi-disciplinary approach brings together strategy, design, and technology to create brand-unique experiences that build unbreakable customer relationships. Acquity Group works with leading brands like Adobe, AT&T, General Motors, Motorola, and Saks Fifth Avenue through offices in North America and Asia.
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SOURCE Acquity Group LLC
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