InternetRetailing’s latest Performance Dimension Report looks at brands and how they are performing across Europe. Emma Herrod reports on the findings.
The 2018 InternetRetailing Brand Index (Europe), sponsored by Rakuten Marketing, catalogues the leading direct-selling brands in Europe. As with other Internets: Strategy & Innovation, The Customer, Operations & Logistics, Merchandising, Brand Engagement, and Mobile & Cross-channel.
Retailing reports, the Brand Index measures, analyses and assesses each company’s retail performance across six Performance Dimensions. Amongst the brands assessed, Adidas [IRDX RADI], Apple , Clarks , Missguided , New Look and Nike were statistically ahead of all others. As ‘Elite’ retailers, they represent the pinnacle of retail practice by brands in Europe. In all, the report ranks the 250 leading brands.
Some of the large direct-selling brands that make up the Top 250 incorporated in the Report might operate in only one territory, while another might operate across many countries. More than 160 of the Largest 250 have significant retail operations in the UK, France and Germany. Spain, Italy, the Netherlands and Belgium are the next most important markets for these brands. This analysis reflects both how conducive a market is to the retail activities of Europe’s largest direct-selling brands and also how familiar a consumer in a given country is likely to be with our list of brands.
It’s interesting to note that when compiling the InternetRetailing Europe Top500 Retail Performance Index, which was published in July 2017, the research team discovered that direct-selling brands are among the most widespread and successful retailers in the single market. So what do these Elite and Leading brands do that makes them stand out?
STRATEGY & INNOVATION: When it comes to innovation top brands are differentiating their offer with enhanced services and novel functionality.
THE CUSTOMER: Brands up their game to meet changing consumer expectations improving speed and stickiness.
OPERATIONS & LOGISTICS: As online sales grow, brands differentiate with innovative offers while aiming to keep overheads to the minimum, thus many are encouraging collection.
MERCHANDISING: Improving search functions and adapting to changing consumer behaviour are among merchandising priorities for top brands.
BRAND ENGAGEMENT: Incorporating feedback, monitoring and responding to what people are saying about them and widely placing brand information and content on the channels where potential consumers already reside.
MOBILE AND CROSS-CHANNEL: Daily deals, bar code scanning, predictive search and store stock checks are among the functions that many with an iOS app are now offering.
The 2018 InternetRetailing Brand Index (Europe) report is sent out with this issue of InternetRetailing magazine. It can also be downloaded from www.internetretailing.net