Net Promoter Scores; Mobile Commerce; Activewear Brands

The numbers you need to know today

April 12, 2018

Recommended Retailers: A new ForeSee report ranks retailers by net promoter score, based on shoppers' experiences across stores, websites and mobile, and their likelihood of recommending. Costco (42%), Tractor Supply Co. (40%) and Kohl's (36%) took the top three spots, while the top in-store experience belonged to Apple, top website experience to Tractor Supply Co. and top mobile experience to Neiman Marcus. Pet supplies and auto parts were the highest-ranked product categories. 

Mcommerce Uptake: Forrester published mobile commerce figures estimating that 2017 mcommerce sales in the US totaled $153 billion, and that sales via smartphone will grow from $100 billion in 2017 to $209 billion by 2022—a compound annual growth rate (CAGR) of 16%. The firm also forecasts that 82% of digital buyers in 2022 will make purchases via mobile devices. eMarketer puts 2017 retail mcommerce sales at $157.02 billion, and estimates that 85.9% of digital buyers will be mobile buyers four years from now. 

Top Activewear Brands: Athleisure, casual activewear, whatever you want to call it—the category is still popular. Nike remains No. 1 with teens, but adidas is catching up. It is also the No. 1 digital activewear brand, with a digital IQ score of 140, according to L2. adidas was the one company in that product category to get a "genius" label, because of not only its ecommerce prowess but also its highly trafficked YouTube channel and compelling mobile site. Nike took second place (138) and had the most site traffic of brands analyzed, while Under Amour (137) was close behind.