Sephora tops 2012 Mobile IQ Study
Women aren't the only ones paying close attention to Sephora these days. A very well crafted report from NYU's Stern School of Business ranks the cosmetics retailer as the most mobile compoetent brand of 2011. And for good reason.
Sephora's mobile competence, specifically with its mobile site and apps optimized for both iPhone and iPad, earned it a MOBIILE IQ of 164, well ahead of second and third place finishers: Nordstrom and Macy's. 100 Luxury brands and retailers were analyzed then ranked for their talents across all major mobile shopping platforms from iPad apps to mobile sites; m-commerce to e-mail.
In-store interactive experiences, while not specifically measured, were frequently mentioned.
This 40-page report, L2 Prestige 100 Mobile IQ, is intensely dense, yet incredibly readable. With a dozen case studies and twice as many comparitive charts, it'll take more than a whole lunch break to devour it all. In the mean time, here are five key findings to tide you over:
1. Only 52 of the 100 brands studied have developed both an app and a mobile site.
2. Fewer than 25% have m-commerce enabled apps.
3. 30% still haven't developed their first mobile app.
4. 33% have yet to optimize their web site for mobile.
5. 16% still have no mobile strategy at all.
Download the full report here.
Tomorrow (1/19/12) @ NYU, L2's Maureen Mullen and Colin Gilbert will be sharing insights from the report at a special Mobile Clinic for brand and retail professionals.