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Digital IQ Index® – Specialty Retail UK

British shoppers continue to migrate from the bricks of High Street to the clicks of brand sites.

And some retailers are following suit with their omnichannel investments, including flexible fulfillment options, in-store returns and click-and-collect pickup, a service that 54 percent of UK shoppers have used in the past twelve months.

To ensure consumer loyalty, 39 percent of index brands have partnered with third-party delivery and return services like Collect+ and Hermes Parcel shop, which meets fulfillment expectations and combats Amazon, which controls 25% of the UK’s internet retail market share.

Meanwhile, two thirds of retail site visits originated from a mobile device in Q1 of 2016, and m-commerce is on track to account for six percent of total retail sales in 2016, but brands are slow to respond—of all of the mobile payment options available to retailers, only PayPal has seen adoption by the majority of index brands.

Topshop commands the number one spot in this year’s inaugural Digital IQ Index for UK specialty retail. The brand has made significant investments in guided selling tools including style quizzes and wardrobe guides, as well as in content like the #topshopstyle, a centralized hub that makes user generated content shoppable and sortable by clothing category.

This study attempts to quantify the digital competence of 92 Specialty Retail brands operating in the UK market. Members can download the full report at

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