L2 Research Mobile IQ 2012

January 11, 2012SCOTT GALLOWAY NYU Stern

Mobile IQ L2 2012 L2ThinkTank.com

MobilenYCreGISTer nOW

CLInIC

January 19, 2012 nYU Stern

ParisreGISTer nOW

January 24, 2012 Palais Brongniart

Module 1: Welcome

SCOTT GALLOWAY Founder, L2

Module 1: Welcome

SCOTT GALLOWAY Founder, L2

Digital Omnivores: Key Insights Into Todays Connected ConsumerMArK DOnOvAn SVP Mobile, comScore, Inc.

The Mobile Landscape in europeJereMY COPP VP, Mobile, Europe, comScore, Inc.

Mobile is Dead, Long Live MobileAnDY WeISSMAn Partner, Union Square ventures

evolving Strategy for Creative execution in MobileKenT vALenTIne Engagement Director, Last exit

The Game Changer on the Path to PurchaseJereMY ArnOn Strategic Partner Development, Google

retail Forever TransformedCHUCK GOLDMAn Chief Strategy Officer, Apperian, Inc.

Q&A Session

Case Studies & Best Practices in Prestige MobilePATrICK SArKISSIAn CEO & Founder, Sarkissian Mason

Module 2: evolving Strategy for Creative execution in MobilenUrI DJAvIT Partner & CEO, Last exit

Q&A Session

HTML5: Going Web vs. Going AppJASOn BAPTISTe Cofounder & CEO, OnSwipe

Module 2: The Google Mobile PlatformL2 Mobile research

rOBBIe DOUeK Head of Mobile Sales & Operations, Google France

Lessons from The CollectionMZ GOODMAn & SIMOne OLIver new York Times

MAUreen MULLen & COLIn GILBerT Research & Advisory, L2

Influencing Real Life NetworksTAnUJ PArIKH Business Development Manager, GroupMe

Hugo Boss: A Case StudyMArKUS ALLer Teamleader, Online Media, Hugo Boss JOACHIM BADer Managing Director, CLAnMO GmbH

Insights from Prestige 100: Mobile IQMAUreen MULLen & COLIn GILBerT Research & Advisory, L2

Q&A Session

Q&A Session

Want to know more about your brands Mobile IQ? CONTACT US

Mobile IQ

Mobile:1. Smartphone Shipments Surpass PCs for the First Time. Whats Next? Chloe Albanesius, PC Magazine, February 8, 2011. 2. IDC: Mobile Internet to Pass PCs by 2015, Mark Hachman, PC Magazine, September 12, 2011. 3. Mobile Commerce Forecast: 2011 to 2016, Sucharita Mulpuru, Forrester, June 17, 2011. 4. Shoppers Research Deals via Mobile and Online Ahead of 2011 Black Friday Sales, Miranda Miller, Search Engine Watch, November 28, 2011. 5. Tablets: Ultimate Buying Machines, Dana Mattioli, Wall Street Journal, September 28, 2011. 6. Why Millionaires Love Steve Jobs (and the iPad), Robert Frank, WSJ Blog: The Wealth Report, August 25, 2011.

End of the BeginningIn the fourth quarter of 2010, more smartphones were shipped than PCs for the first time.1 By 2015, moreusers will access the Internet wirelessly via a mobile device than from a wired Ethernet connection.2 Over the next five years, m-commerce sales are set to quintuple.3 On the years biggest shopping day, Black Friday, online retail traffic from mobile devices comprised 14.3 percent of page views, up from 5.6 percent last year, and mobile sales ballooned to 9.8 percent of online sales, up from 3.2 percent last year.4 Throughout the past decade, analysts have relentlessly predicted The Year of Mobile. It now looks as if we are in the fledgling innings of a mobile era.

APPealPrestige brands have been prudish with mobile.The mobile strategy for most brands has been dominated by blind investments in iOS apps that lack utility and stickiness. Seven in 10 brands in the Index maintain at least one iOS app, but less than a third of all apps produced are commerce-enabled. Use of features such as notifications, geolocation, and language specification is more limited. Less than a fifth of brands have developed a distinct, iPad-specific experience.

Game ChangerThe introduction of the iPad in April 2010 has escalated the mobile opportunity. Tablets register e-commerceconversion rates of four to five percent versus three percent on traditional PCs.5 The user demographics for the iPad and other tablets illuminate the opportunity for prestige brands: 20 percent of individuals with $1 million or more in investable assets own a tablet and spend 50 percent more time on the device than on their smartphone.6

M-CommerceWe believe the game will be won or lost via development and optimization of robust, device-agnostic mobile commerce sites. Although two-thirds of brandscurrently maintain a mobile site (the majority launched within the past year), only 67 percent of these sites are commerceenabled. Furthermore, use of such marketing tactics as mobileoptimized search marketing, cross-platform mobile promotion, and mobile display advertising is scant.

L2 2012 L2ThinkTank.com

3


Mobile IQIconic, but ImmobileWhile more than half the brands in the Index maintain both an app and a mobile site, 16 percent of brands have yet to produce either. Icons such as Herms, PatekPhilippe, Bottega Veneta, and Marc Jacobs rely exclusively on their traditional site experience, which in some cases proves inaccessible on mobile devices. Mobile competence may be a crystal ball for a brands global prospects. Ground zero for growth in prestige exists in emerging markets among a burgeoning middle class who are increasingly turning to a small screen to learn about and ultimately purchase prestige brands products.Mobile App

PreSTIGe 100 MOBILe InveSTMenTS (December 2011)

70%

52%Both

MobileOptimized Site

66%

Neither

16%

Mobile IQ = Innovations Canary in the Coal MineOur thesis is that competence in mobile is inextricably linked to shareholder value in the prestige industry. Key to managing and developing acompetence is an actionable metric. This study attempts to quantify the mobile and tablet competence of Prestige 100 brands. Our aim is to provide a robust tool to diagnose

MOBILe COMMerCe SALeS FOreCAST 20102016 United States (Source: Forrester, June 2011)31

strengths and weaknesses and help managers achieve greater return on incremental investment. Like the platforms we are assessing, our methodology is that improve our investigation and findings. You can reach me at [email protected]. Regards,BILLIONS OF DOLLARS

dynamic, and we hope you will reach out to us with comments

cagr: 39%19 14 10 6 3

25

SCOTT GALLOWAY

Founder, L2 Clinical Professor of Marketing, NYU Stern

2010 L2 2012 L2ThinkTank.com

2011

2012

2013

2014

2015

2016

4


Mobile IQ

MethodologyMobile IQ Classes

40%

MOBILe SITeS:MOBILe-OPTIMIzeD SITeS: Technology navigation & Search Social Media Integration Customer Service Product Page Account & Check-Out

IQ Range

Class

TABLeT exPeRIeNCe: Compatibility Ability to Transact HTML5 Support

140+

GenIUSMobile competence is a point of differentiation. Brands pursue a device-agnostic app/site strategy, embrace m-commerce, and consciously integrate mobile across wider digital footprint.

110139

GIFTeDBrands demonstrate high-quality, high-impact approach to mobile within a select dimension, sometimes at the expense of a wider mobile offering.

30%

MOBILe APPLICATIOnS:AvAILABILITY: iOS (iPad Differentiation) Android Blackberry Windows Phone Series 7 Symbian

APP STORe PeRFORMANCe: ratings Comments Update Frequency Language Support

FUNCTIONALITY: navigation Pathway to Purchase Personalization Phone Feature Utilization

90109

AverAGeEfforts are siloed and inconsistent. Mobile presence suggests explicit preference for site versus app strategy or is primarily concentrated in low-cost entry platforms (e.g., geolocal).

15%

MOBILe MArKeTInG: Mobile SeO on Google & Bing email: Mobile Compatibility & Cross-Promotion of Mobile Properties SMS: Sign-Up & Activity

7089

CHALLenGeDLimited mobile investment reflects low prioritization relative to other digital efforts.

15%

InnOvATIOn & InTeGrATIOn: Integration: Promotion of Mobile Efforts on Site, Facebook, and Twitter Geolocal: Presence & Activity on Foursquare Innovation: Mobile Ad Campaigns, QR Codes, Mobile Wallet Support, etc.

< 70

FeeBLeInvestment does not match opportunity.


5


Mobile IQ

Brand rankingrank Brand1 2 3 4 SEPHOra NOrDSTrOM MacYS NET-a-POrTEr

Beauty & Skincare

Fashion

Hospitality

retail

Watches & Jewelry

categoryRetail Retail Retail Retail

ParentLvMH Nordstrom, Inc. Macys, Inc. Compagnie Financire Richemont S.A. Macys, Inc. LOccitane International S.A. Tiffany & Co. Neiman Marcus Group InterContinental Hotels Group plc este Lauder Companies, Inc. este Lauder Companies, Inc. Ralph Lauren Corporation Saks, Inc.

Mobile IQ class164 156 155 143 Genius Genius Genius Genius

DescriptionLong-standing, sustained, iterative investment in mobile pays off New mobile app leapfrogs peer efforts with firm link between in-app and in-store experience Active SMS program and Xmas app experience add unique elements to strong mobile portfolio Unique apps for local promotions, store exclusives, and spinoffs complement strong mobile site Engaging, offer-centric mobile site overshadows generic iPad catalog app Both mobile app and site feature weak aesthetics, but excel in functionality What Makes Love True mobile app demonstrates strong geolocal aptitude Differentiated app approach on iPhone (Gifts) vs. iPad (Catalog) works to its advantage Presence across four of the five mobile app platforms; Concierge Insider Guides iPad app provides unparalleled local insights for 100+ global properties Illumination iAd campaign and high-functioning mobile site compensate for one-dimensional apps New My Style app invites users to upload personal hairstyle while mobile site provides exclusive offers for mobile customers Digital innovator demonstrates balanced investment across mobile app, mobile site, tablet experience, and mobile advertising Strong iPad catalog app compensates for low-impact mobile site

5 6 6 8 9 10 11 12 13

BLOOMINgDaLES LOccITaNE EN PrOVENcE TIFFaNY & cO. NEIMaN MarcUS INTErcONTINENTaL HOTELS & rESOrTS* ESTE LaUDEr aVEDa raLPH LaUrEN SaKS FIFTH aVENUE

Retail Beauty & Skincare Watches & Jewelry Retail Hospitality Beauty & Skincare Beauty & Skincare Fashion Retail

135 133 133 125 119 115 113 112 111

Gifted Gifted Gifted Gifted Gifted Gifted Gifted Gifted Gifted


6


Mobile IQ

Brand rankingrank Brand13 15 16 17 17 17 20 20 22 22 22 25 26 YVES SaINT LaUrENT DaVID YUrMaN DIaNE VON FUrSTENBErg ErMENEgILDO ZEgNa MaNDarIN OrIENTaL HOTEL grOUP rITZ-carLTON* FOUr SEaSONS HOTELS aND rESOrTS gUccI BUrBErrY cLINIQUE JW MarrIOTT* ParK HYaTT* cLarINS

Beauty & Skincare

Fashion

Hospitality

retail

Watches & Jewelry

categoryFashion Watches & Jewelry Fashion Fashion Hospitality Hospitality Hospitality Fashion Fashion Beauty & Skincare Hospitality Hospitality Beauty & Skincare

ParentGucci Group (PPR) David Yurman, Inc. Diane von Furstenberg ermenegildo zegna Holditalia S.p.A. Jardine Matheson Group Marriott International, Inc. Four Seasons Hotels, Inc. Gucci Group (PPR) Burberry Group plc este Lauder Companies, Inc. Marriott International, Inc. Hyatt Hotels Corporation Clarins S.A.

Mobile IQ class111 104 102 101 101 101 100 100 99 99 99 98 94 Gifted Average Average Average Average Average Average Average Average Average Average Average Average

DescriptionNew mobile site brings fashion label in sync with advanced, beauty-centric apps Mobile site launched in November is a welcome replacement for aging iPhone app M-commerce does not carry over from site to app; instead promotes exclusives like Signature Skin iPhone covers, the App Wrap dress, and DVF-endorsed music Singular focus on iPad virtual store, which is consistently promoted across all digital properties Cities by MO provides expansion content for MOHotels app depending on users destination or interest Simple, streamlined mobile site and World Concierge campaign on Foursquare compensate for disappointing apps Industry leader in Foursquare followers, with tips for 83 properties Sophisticated, technologically advanced Gucci Style app immerses user in brand-curated content that extends well beyond the clothes Second highest-scoring mobile site in Fashion enables brand to compete without investing in apps Early adopter of in-store iPad kiosks and one of only three beauty brands with an active SMS campaign Universal Marriott International app allows booking at JW properties and provides external links to strong mobile web assets Cross-brand Hyatt app allows booking at Park Hyatt hotels; parents mobile site provides extensive photo galleries of Park Hyatt properties Strong search elements on mobile site; fragrance release (Thierry Mugler Angel) proves a fan favorite in the app store


7


Mobile IQ

Brand rankingrank Brand26 26 29 30 31 31 33 33 33 36 37 37 39 gIOrgIO arMaNI OMNI HOTELS & rESOrTS TOrY BUrcH BErgDOrF gOODMaN cOacH SOFITEL* cHaNEL cONraD HOTELS & rESOrTS* DOLcE & gaBBaNa OrIgINS carTIEr FaIrMONT HOTELS & rESOrTS caLVIN KLEIN

Beauty & Skincare

Fashion

Hospitality

retail

Watches & Jewelry

categoryFashion Hospitality Fashion Retail Fashion Hospitality Fashion Hospitality Fashion Beauty & Skincare Watches & Jewelry Hospitality Fashion

ParentGiorgio Armani S.p.A. TRT Holdings Tory Burch LLC Neiman Marcus Group Coach, Inc. Accor Chanel S.A. Hilton Worldwide Dolce & Gabbana Industria S.p.A. este Lauder Companies, Inc. Compagnie Financire Richemont S.A. Fairmont Raffles Hotels International PvH Corporation

Mobile IQ class94 94 92 91 90 90 89 89 89 88 87 87 86 Average Average Average Average Average Average Challenged Challenged Challenged Challenged Challenged Challenged Challenged

DescriptionTouch-enabled mobile site compensates for unfocused, fragrance-centric app store offering Mobile app and site do little to go beyond the basics Mobile store finder features Foursquare integration; no apps Shoe Salon app and Foursquare Mayor specials prevent brand from falling too far behind fellow retailers in absence of mobile site Mobile users greeted with in-store signage that unlocks exclusive information on Kristin collection Leverages Accor Hotels app and parents mobile site to its advantage, but these assets dilute Sofitel brand Fashion and accessories elements of mobile site still prove inaccessible, forcing strict reliance on apps Unique app development for Conrad brand that proves interoperable with Hilton Honors account Fashion Channel replicated across both mobile site and apps, but stops short of m-commerce Mobile site features extensive user reviews of products but provides no way to submit ones own opinions on the go Multiple iPad apps and strong universal Cartier Bridal app, but mobile shopping experience leads to Call an Advisor Presidents Club participation allows guests to share stories, with user photos appearing alongside official property images CK One augmented reality experience available on three of the five mobile platforms assessed


8


Mobile IQ

Brand rankingrank Brand40 41 41 43 43 43 46 46 48 49 50 50 50 WESTIN HOTELS & rESOrTS* LOUIS VUITTON Mac cOSMETIcS LaNcME ST. rEgIS* WaLDOrF aSTOrIa* KIEHLS LE MrIDIEN* BarE EScENTUaLS raYMOND WEIL aUDEMarS PIgUET rELaIS & cHTEaUX SHaNgrI-La HOTELS aND rESOrTS

Beauty & Skincare

Fashion

Hospitality

retail

Watches & Jewelry

categoryHospitality Fashion Beauty & Skincare Beauty & Skincare Hospitality Hospitality Beauty & Skincare Hospitality Beauty & Skincare Watches & Jewelry Watches & Jewelry Hospitality Hospitality

ParentStarwood Hotels & Resorts Worldwide, Inc.

Mobile IQ class85 84 84 82 82 82 81 81 80 79 76 76 76 Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged Challenged

DescriptionInnovative ad campaign in Weather Channel iPad app takeover; eight property-specific apps with limited functionality undercut superior utility of SPG cross-brand app Innovative tie-in between Amble app and Foursquare does not save dead-end mobile site experience Strong video content and MAC Artist profiles only exist on mobile site, not the app store Advanced user-generated content element of mobile apps only partially compensate for lack of mobile site E-Butler app provides guest-specific functionality that goes beyond the basic guest services book Brochure-ware app mitigated by functional mobile site leveraging Hilton Honors system Clean mobile site navigation provides outlet for browsing but not buying (Call to Order) Heavy reliance on SPG app for mobile bookings; property-specific app limited to Dubai Be a Force of Beauty campaign incorporated QR codes tied to models bio, look, and associated beauty products December launch of official app rounds out mobile investment Comprehensive promotion of mobile footprint on site as brand extends app experience to Android App Guides provide novel path to property discovery, but R&C remains the only hospitality brand without a mobile site Tokyo and Manila property apps do not extend to wider resort portfolio; mobile site allows for limited property exploration

LvMH este Lauder Companies, Inc. LOral GroupStarwood Hotels & Resorts Worldwide, Inc.

Hilton Worldwide LOral GroupStarwood Hotels & Resorts Worldwide, Inc.

Shiseido Company, Limited Raymond Weil S.A. Audemars Piguet Holding S.A. n/a - Global Fellowship Shangri-La Asia Limited


9


Mobile IQ

Brand rankingrank Brand53 53 55 56 57 58 58 60 61 61 63 63 65 HUgO BOSS JaEgEr-LEcOULTrE SWarOVSKI JUMEIraH MOrgaNS HOTEL grOUP PHILOSOPHY VaLENTINO OMEga SMaSHBOX VaN cLEEF & arPELS HUBLOT rOSEWOOD HOTELS & rESOrTS BULgarI

Beauty & Skincare

Fashion

Hospitality

retail

Watches & Jewelry

categoryFashion Watches & Jewelry Watches & Jewelry Hospitality Hospitality Beauty & Skincare Fashion Watches & Jewelry Beauty & Skincare Watches & Jewelry Watches & Jewelry Hospitality Watches & Jewelry

Parentvalentino Fashion Group S.p.A. Compagnie Financire Richemont S.A. Swarovski AG Jumeirah Group Morgans Hotel Group Coty Inc. valentino Fashion Group S.p.A. The Swatch Group, Ltd. este Lauder Companies, Inc. Compagnie Financire Richemont S.A. LvMH New World Hospitality LvMH

Mobile IQ class75 75 73 71 69 68 68 66 65 65 64 64 61 Challenged Challenged Challenged Challenged Feeble Feeble Feeble Feeble Feeble Feeble Feeble Feeble Feeble

DescriptionSite and apps still lack m-commerce, but do include innovative features like color matching via camera image My Reverso app provides user the freedom to visualize custom engraving before reaching out to a concierge SCVNGR hunt in London demonstrates willingness to experiment beyond the app store Emirates Towers property claims sole app; iPad defaults to mobile site designed for smaller screen Sections of mobile site (City Guides) revert back to main site; iPad defaults to mobile optimized site designed for a smaller screen Strong gift finder and navigation filters differentiates mobile site Encyclopedic iPad app lacks personalized features, but mobile-optimized shopping portal hints of progress Parallel mobile app/site designs feature comprehensive search tools Innovative product QR codes direct users to video tutorial by makeup artist Lori Taylor; recently optimized email marketing for mobile screens Mobile placeholder site offers access to catalog and store locator, circumventing flash-heavy site 360-degree product views, augmented reality features, and video content in app do not distract from aging mobile site One of only two hospitality brands without an app store presence Brand replicates all product-specific apps across iPhone and iPad without customization; Bulgari Touch site lacks m-commerce


10


Mobile IQ

Brand rankingrank Brand66 67 67 69 69 71 72 73 74 75 76 77 77 BENEFIT cOSMETIcS THE PENINSULa HOTELS rOLEX BarNEYS NEW YOrK MONTBLaNc cHOParD HarrY WINSTON ELIZaBETH arDEN TODS aLFrED DUNHILL SHISEIDO BOBBI BrOWN DE BEErS

Beauty & Skincare

Fashion

Hospitality

retail

Watches & Jewelry

categoryBeauty & Skincare Hospitality Watches & Jewelry Retail Watches & Jewelry Watches & Jewelry Watches & Jewelry Beauty & Skincare Fashion Fashion Beauty & Skincare Beauty & Skincare Watches & Jewelry

ParentLvMHHongkong and Shanghai Hotels, Limited

Mobile IQ class59 58 58 57 57 56 52 51 50 49 48 47 47 Feeble Feeble Feeble Feeble Feeble Feeble Feeble Feeble Feeble Feeble Feeble Feeble Feeble

DescriptionAugust test of in-store iPad kiosks demonstrates increasing innovation in mobile space beyond HTML5 site Mobile site requires guest to call or email reservations desk, forcing reliance on buggy app Strong demand for third-party reference apps demonstrates (missed) opportunity beyond mobile site and tablet e-magazine Remains the only retailer in the Index to shy away from the app store; no longer redirecting to mobile site Strong app presence and product specific-promotions do not compensate for lack of a mobile site App presence focused exclusively on Happy Diamonds collection; mobile site features simple photo gallery Harry Winston Timepieces app has limited functionality; HTML5 enables solid tablet experience Mobile site for Prevage line of skincare products only Limited mobile site and heavily promoted iPad apps are all about presentation, not functionality E-magazine iPad app tests mobile aptitude by mirroring Day 8 microsite App store experience caters exclusively to Chinese market Mobile-friendly email marketing demonstrates awareness of mobile consumers, despite the lack of mobile apps/site Lack of a mobile site and apps partially offset by move to HTML5

Rolex Holding S.A. Istithmar PJSC Compagnie Financire Richemont S.A. Chopard Holding S.A. Harry Winston, Inc. elizabeth Arden Tods S.p.A. Compagnie Financire Richemont S.A. Shiseido Company, Limited este Lauder Companies, Inc. LvMH


11


Mobile IQ

Brand rankingrank Brand79 79 79 82 83 84 84 84 87 88 89 90 91 IWc ScHaFFHaUSEN Marc JacOBS PaNDOra cHLO VErSacE BOTTEga VENETa NarS Tag HEUEr cHrISTIaN DIOr PraDa VacHErON cONSTaNTIN SK-II FENDI

Beauty & Skincare

Fashion

Hospitality

retail

Watches & Jewelry

categoryWatches & Jewelry Fashion Watches & Jewelry Fashion Fashion Fashion Beauty & Skincare Watches & Jewelry Fashion Fashion Watches & Jewelry Beauty & Skincare Fashion

ParentCompagnie Financire Richemont S.A. LvMH Pandora A/S Compagnie Financire Richemont S.A. Gianni versace S.p.A Gucci Group (PPR) Shiseido Company, Limited LvMH Christian Dior S.A. | LvMH Prada Group Compagnie Financire Richemont S.A. Procter & Gamble LvMH

Mobile IQ class44 44 44 43 40 39 39 39 37 35 34 32 31 Feeble Feeble Feeble Feeble Feeble Feeble Feeble Feeble Feeble Feeble Feeble Feeble Feeble

DescriptionBest-in-class quarterly e-magazine content does not include comments/ratings Popularity on Foursquare compensates for continuing lack of mobile apps/site Mobile app with updatable catalog and gift finder make up for the absence of mobile site Mobile site provides look book, but no m-commerce functionality; no apps Lack of a mobile site and apps partially offset by move to HTML5 Catalogs featured on main site require Flash player, but email marketing is mobile friendly Full HTML5 site provides a strong asset from which to build a mobile-specific experience Mobile site is relegated to in-site map; multiple apps pulled from iTunes store during study period App presence only partially compensates for frustrating mobile browsing experience Site browsing experience proves untenable on mobile device Snow Golf makes for a poor outing in an industry obsessed with apps Flash fail on site; meanwhile, app store presence caters exclusively to Korean market Aging mobile site resembles brochure-ware


12


Mobile IQ

Brand rankingrank Brand92 93 94 95 96 97 98 99 100 SaLVaTOrE FErragaMO PIagET HErMS aLEXaNDEr McQUEEN BaLENcIaga OScar DE La rENTa BaccaraT MOVaDO PaTEK PHILIPPE

Beauty & Skincare

Fashion

Hospitality

retail

Watches & Jewelry

categoryFashion Watches & Jewelry Fashion Fashion Fashion Fashion Watches & Jewelry Watches & Jewelry Watches & Jewelry

ParentSalvatore Ferragamo S.p.A. Compagnie Financire Richemont S.A. The Herms Group Gucci Group (PPR) Gucci Group (PPR) Oscar de la Renta, Limited Baccarat Crystal Movado Group, Inc Patek Philippe S.A.

Mobile IQ class29 28 26 25 24 22 17 13 8 Feeble Feeble Feeble Feeble Feeble Feeble Feeble Feeble Feeble

DescriptionSeamless tablet experience has yet to migrate to the phone The brands two product-specific apps have not been updated since August 2009 and August 2010, respectively No app, no mobile site Flash fail on homepage, but online store functions Whatever you do, dont pinch and zoom Flash fail exacerbates lack of mobile site/apps Flash fail; relies on Neiman Marcus to facilitate m-commerce Site browsing experience proves untenable on mobile device Please Note: the next generation doesnt use Flash

*Hospitality brands that leverage mobile assets maintained by a parent company and/or shared by sister brands (reward programs, booking systems, etc.) receive credit for those components L2 2012 L2ThinkTank.com

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Mobile IQMOBILe IQ DISTrIBUTIOn

Key FindingsDispersionAlmost half the brands in the Index register as Feebledemonstrating widespread underinvestment in mobile by a considerable portion of the prestige sector. The disparity between the Index leader (164 IQ points) and the Index laggard (8 IQ points) suggests that this mobile gap is more the result of nonparticipation than subpar performance. With a median score of only 76, the majority of brands are just beginning to make mobile investments, while a select few early investors are pulling away from the pack.Chanel Conrad Hotels & Resorts Dolce & Gabbana Origins Cartier Fairmont Hotels & Resorts Calvin Klein Westin Hotels & Resorts Louis vuitton MAC Cosmetics Lancme St. Regis Waldorf Astoria Kiehls Le Mridien Bare escentuals Raymond Weil Audemars Piguet Relis & Chateaux Shangri-La Hotels & Resorts Hugo Boss Jaeger-LeCoultre Swarovski Jumeirah Bloomingdales LOccitane en Provence Tiffany & Co. Neiman Marcus InterContinental Hotels & Resorts este Lauder Aveda Ralph Lauren Saks Fifth Avenue Yves Saint Laurent

% of Brands per Mobile IQ ClassSephora

gENIUS4%

NordstromMOBILE IQ

Macys NeT-A-PORTeR

>140

gIFTEDMOBILE IQ

David Yurman Diane von Furstenberg ermenegildo zegna Mandarin Oriental Ritz-Carlton Four Seasons Hotels & Resorts

JW Marriott Park Hyatt Clarins Giorgio Armani Omni Hotels & Resorts Tory Burch Bergdorf Goodman Coach Sofitel

110139

10%

aVEragE19%MOBILE IQ

Gucci Burberry Clinique

90109

cHaLLENgED

Morgans Hotel Group Philosophy valentino Omega

IWC Schaffhausen Marc Jacobs Pandora Chlo versace Bottega veneta Nars Tag Heuer Christian Dior Prada vacheron Constantin SK-II Fendi Salvatore Ferragamo Piaget Herms Alexander McQueen Balenciaga Oscar de la Renta Baccarat Movado Patek Philippe

MOBILE IQ

7089

23%

Smashbox van Cleef & Arpels Hublot Rosewood Hotels & Resorts Bulgari Benefit The Peninsula Hotels Rolex Barneys New York Montblanc Chopard Harry Winston elizabeth Arden Tods Alfred Dunhill Shiseido Bobbi Brown De Beers

FEEBLE

44%

MOBILE IQ

L2 Research Mobile IQ 2012

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