E-commerce sales are expected to contribute half of the growth in CPG over the next five years, making e-tailer distribution relationships critical for Home Care brands. As legacy players continue their transition from traditional to digital promotion, they face threats from multiple angles. Private label products threaten on-platform visibility, while newcomer independent brands wield laser-focused digital expertise and social media savvy to achieve disproportionate online market share. L2's fourth annual Digital IQ Index®: Home Care benchmarks the digital competence of 78 brands across nine categories in the United States. Download report excerpt: http://bit.ly/2lGtRAH
As bottled water sales surpass those of soda, Beverage brands are turning to new strategies to maintain their bottom line - with digital playing a leading role. We compared 116 U.S. Beverage brands to find out which companies are best at navigating the digital economy, from e-commerce to social platforms.
2014 saw significant churn in Watches & Jewelry brands’ digital profiles, as nineteen brands relaunched their websites and the gap between digitally savvy brands and digital non-participants widened. Over half of brands now provide a path to purchase online through e-commerce or e-concierge services (or both), and 38 percent of e-commerce enabled brands provide pricing transparency of products not available online to inform in-store visits. 2015 promises to be even more eventful as Weak Asian Markets, ascendant prospectus for branded jewelry, and the emergence of non-traditional sources of competition threaten the status quo for the Watches & Jewelry industry at large. L2’s sixth annual Digital IQ Index: Watches & Jewelry 2014 quantifies the digital competence of 82 Watches & Jewelry brands. View More: http://goo.gl/IIk6LV Signup for updates: http://goo.gl/kVJTQ3 Follow us on LinkedIn: https://www.linkedin.com/company/l2-inc- Follow us on Twitter: https://twitter.com/L2_Digital Follow us on Facebook: https://www.facebook.com/l2inc
Seven percent of luxury sales now occur online, making the web the third largest regional market for fashion, trailing only the US and Japan and is projected to be responsible for more than 65% of the industry's growth over the next 4 years. However, focusing on growing online sales is only a fraction of the opportunity—89 percent of consumers visit a brand’s site before making a purchase, eclipsing competing touchpoints. While the hype around See Now, Buy Now has dominated the fashion press, only fourteen percent of brands participated during 2016 global Fashion Weeks—and just five brands made the majority of their assortment available. Amazon continues to keep Fashion in focus and will surpass Macy’s apparel and accessories sales by early 2017. Despite its $15M “Delivering Fashion” TV campaign, the majority of Amazon fashion growth has come from core replenishment items including underwear and jeans versus seasonal styles. While early online innovators in Fashion including Ralph Lauren and Burberry struggle to find elusive growth, a new digital genius has grabbed the microphone. In this year’s 7th annual Digital IQ Index for Fashion, Gucci captures the top spot with a revamped site offering, shoppable looks, superior customer service, unrivaled visibility on category search terms, and best-in-class visibility on retailer sites and social platforms. L2‘s 2016 Digital IQ Index®: Fashion quantifies the digital competence of 85 fashion brands operating in the US market. Members can download the full report at L2inc.com.
Since the introduction of the ATM in 1969, banks have leveraged technology to reduce cost and the friction between financial services and the end consumer. In 2015, “FinTech” startups took in $19 billion in investment capital, extending the scope of the sector beyond payment platforms to include new lending tools, personalized investment services, and wealth management solutions. Jaded by the financial crisis, 51 percent of millennials demonstrate a willingness to experiment with non-traditional providers, underscoring a potential threat to the status quo. Traditional Financial Service providers are following suit with their own investments in the FinTech arena, but have been slow out of the gate. Only half of Index brands support “Get a Quote” or “Find an Advisor” tools, putting the onus on prospective consumers to initiate next steps. And while almost all Index brands engage customers on LinkedIn, 16 percent of brands do not maintain an active presence on Facebook. Bank of America sets the gold standard in L2's inaugural Digital IQ Index®: Financial Services. The “genius” brand proves unique in leveraging SEO and SEM investments to ensure elevated visibility across top-of-the-funnel keywords, and investments ahead of the curve to provide a best-in-class experience on a smaller screen. In addition, Bank of America integrates past campaigns—including "Better Money Habits" and "Business of Life"—into emerging platforms ignored by most peers, engaging Millennials where they live. This study attempts to quantify the digital competence of 70 financial service brands operating in the US market. Members can download the full report at L2inc.com. Download the report: https://www.l2inc.com/research/financial-services-2016