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Dunkin' Donuts and Starbucks Rank in Top Five for Digital Gifting

RSR Research unveiled the results of its fourth benchmarking study on the digital gifting industry, “Digital Gift Cards: Rewriting the Gifting Rules in the Omni-Channel Age,” which thoroughly evaluates the gifting experiences of the nation’s top retailers in key verticals such as apparel, beauty, footwear and accessories, and sports and outdoors, as well as restaurant brands.
“Digital Gift Cards: Rewriting the Gifting Rules in the Omni-Channel Age”
For this year’s evaluation, RSR focused on differentiating capabilities, rather than the features that have become industry standards, including both mobile and social experiences, to reflect the evolving use of digital gift cards in omni-channel commerce. In addition, RSR added criteria around retailers’ prioritization of gifting as a whole, the ability to digitally “thank” a gift giver, and integration with retailers’ loyalty and marketing programs.
Based on this year’s criteria, the brands with the highest overall scores across verticals, and therefore the most comprehensive omni-channel digital gifting offerings, are:
1. Sephora
2. Starbucks
3. The Home Depot
4. Best Buy
5. Dunkin’ Donuts
For the second year in a row, RSR examined the top retailers and restaurants in verticals where gift cards are highly relevant. Leaders within their respective industries are as follows:
Category           Retailer
Apparel           Gap Inc.
Apparel – Youth           AÉropostale
Apparel – Sports & Fitness           lululemon athletica
Apparel – Women’s           Victoria’s Secret
Beauty           Sephora
Books/Music           Amazon
Computers/Electronics           Best Buy
Department Store           Sears
Footwear & Accessories           Coach
General Merchandise           QVC
Hardware/Building Supply           The Home Depot
Home Goods & Furnishings           Williams-Sonoma
QSR           Starbucks
Restaurant           The Cheesecake Factory
Sports & Outdoors           Gander Mountain
Toys & Games           Toys”R”Us
“Digital gifting adoption has come a long way in the few years we’ve been conducting this research, with the number of brands offering digital gift cards virtually doubling since 2010 and the experiences improving by leaps and bounds,” commented Nikki Baird, managing partner at RSR Research. “But, as the report points out, there is still work to be done to fine-tune offerings, such as improving discoverability on Web-based and mobile channels. It was also evident this year that brands are starting to think about better integrating gifting and marketing programs—an area where we see a lot of potential to further engage consumers and capture additional sales.”
To obtain a full copy of the report with the evaluation criteria, the scores achieved by each of the retailers and restaurants, the top brands in each sector, and RSR’s twelve step guide to improving the digital gifting experience, click here.
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