L2inc L2 is a member-based business intelligence firm that benchmarks the digital performance of brands. Learn more at www.l2inc.com
L2 is a member-based business intelligence firm that benchmarks the digital performance of brands. Membership includes access to L2 research, executive education events, and brand-specific benchmarking and strategic recommendations. L2 covers 10 sectors: Auto, Activewear, Beauty, Consumer Electronics, Consumer Packaged Goods, Financial Services, Food & Drink, Hotels, Luxury, and Retail. The company tracks and ranks more than 2,200 brands across four dimensions of digital: site & e-commerce, digital marketing, social media, and mobile. We help brand leadership understand: 1. Where they are today: how do they stack up against competitors 2. What to do next: how to allocate capital, set priorities, understand where to pull back or expand 3. How to track progress and hold staff and vendors accountable L2 members include many of the world's most iconic brands: L'Oreal, Macy's, Estee Lauder, Home Depot, P&G, Unilever, Nestle, Carrefour, Samsung, Best Buy, Ab InBev, LVMH, Chanel, Tiffany, Under Armour, and Richemont.

L2 is a member-based business intelligence firm that benchmarks the digital performance of brands. Membership includes access to L2 research, executive education events, and brand-specific benchmarking and strategic recommendations. L2 covers 10 sectors: Auto, Activewear, Beauty, Consumer Electronics, Consumer Packaged Goods, Financial Services, Food & Drink, Hotels, Luxury, and Retail. The company tracks and ranks more than 2,200 brands across four dimensions of digital: site & e-commerce, digital marketing, social media, and mobile. L2 was founded in 2010 by Scott Galloway and Maureen Mullen in New York, NY. Galloway is a Clinical Professor of Marketing at NYU Stern School of Business where he teaches Brand Strategy and Digital Marketing to MBA students. Mullen is Chief Strategy Officer of L2 and leads L2’s research and client strategy teams. CEO Ken Allard, who previously worked as the Global Managing Director of Strategic Services at Huge, has been with L2 since 2015. CCO Katherine Dillon has lead L2’s Creative Initiatives, previously spearheading ABC Multimedia Group as the VP of Creative and also founding VP/General Manager of ABCNews.com.

Color Story, features rooms of whimsical and monochromatic items all perfectly poised for one of the most popular platfo...
07/05/2019
How to Pop on Instagram

Color Story, features rooms of whimsical and monochromatic items all perfectly poised for one of the most popular platforms at present: Instagram.

Macy's wants to be the next Instagrammable hotspot.

Gucci is taking "If you didn't Instagram it, did it really happen?" to a luxurious new level.
07/05/2019
Gucci’s Glittery New Gadget

Gucci is taking "If you didn't Instagram it, did it really happen?" to a luxurious new level.

The brand is taking

Lexus is the latest brand to announce a subscription service, letting customers “own” vehicles by paying a flat monthly ...
07/03/2019
Subscription: Hit or Miss

Lexus is the latest brand to announce a subscription service, letting customers “own” vehicles by paying a flat monthly rate.

The car buying process is still a hassle.

For enterprises with a large portfolio, online basket building will become increasingly critical in improving the value ...
07/03/2019
Landing the Online Consumer

For enterprises with a large portfolio, online basket building will become increasingly critical in improving the value proposition of e-tailer investments by gaining search real estate and eventually share of sales.

This online asset is critical for influencing the consumer path to purchase.

Birkenstock exemplifies how activewear brands, regardless of product category or brand age, are responding to customer e...
07/03/2019
A Digital Moment

Birkenstock exemplifies how activewear brands, regardless of product category or brand age, are responding to customer expectations of newness and exclusivity.

How brands are responding to customer expectations of newness and exclusivity.

In the digital age, it can be tempting to put all effort into a solely online approach. But this isn't necessarily the r...
07/03/2019
The Rite Approach to Digital

In the digital age, it can be tempting to put all effort into a solely online approach. But this isn't necessarily the right way.

How to survive as a store in the digital age.

Idol culture has sparked a massive “fan economy” in which idol groups’ followers will spend big money not just on concer...
07/02/2019
China’s Boy Band Stans Drive Luxury Social Engagement

Idol culture has sparked a massive “fan economy” in which idol groups’ followers will spend big money not just on concert tickets and merch, but also the items the pop stars promote and even crowdfunded billboard ads in Times Square for their birthdays.

Luxury brands from Bottega Veneta to Chopard benefit from China's booming

Half of product searches start on Google and the competition is fierce.
07/02/2019
How Ford Wins at Search

Half of product searches start on Google and the competition is fierce.

Cody Stack, Director of Auto at Gartner For Marketers, lays out Ford’s strategy to sway consumers late in the purchase process.

There is a large opportunity for current competitors and future disruptors vying for valuable search traffic.
07/02/2019
Laying the Foundation for Effective SEO & SEM Strategies

There is a large opportunity for current competitors and future disruptors vying for valuable search traffic.

Second only to a supplier’s website, search is the most frequently used digital channel along the entire B2B buying journey.

Across categories in #France, #skincare brands outpace their peers on both loyalty program adoption and sophistication.
07/02/2019
Testing the Loyalty Waters

Across categories in #France, #skincare brands outpace their peers on both loyalty program adoption and sophistication.

Loyalty isn't dead; it is merely evolving

As customers navigate to specific product pages, brands have to cede power to #Amazon.
07/01/2019
Landing the Online Consumer

As customers navigate to specific product pages, brands have to cede power to #Amazon.

This online asset is critical for influencing the consumer path to purchase.

How brands are responding to customer expectations of newness and exclusivity.
07/01/2019
A Digital Moment

How brands are responding to customer expectations of newness and exclusivity.

How brands are responding to customer expectations of newness and exclusivity.

The everything store is evolving.
07/01/2019
The Amazon Consumer

The everything store is evolving.

Amazon has redefined e-commerce as we know it, but in the wake of declining growth in Amazon Prime membership, the everything store is evolving.

Macy's wants to be the next Instagrammable hotspot.
07/01/2019
How to Pop on Instagram

Macy's wants to be the next Instagrammable hotspot.

Macy's wants to be the next Instagrammable hotspot.

Cody Stack, Director of Auto at Gartner For Marketers, lays out Ford Motor Company's strategy to sway consumers late in ...
06/28/2019
How Ford Wins at Search

Cody Stack, Director of Auto at Gartner For Marketers, lays out Ford Motor Company's strategy to sway consumers late in the purchase process.

Cody Stack, Director of Auto at Gartner For Marketers, lays out Ford’s strategy to sway consumers late in the purchase process.

Second only to a supplier’s website, search is the most frequently used digital channel along the entire B2B buying jour...
06/28/2019
Laying the Foundation for Effective SEO & SEM Strategies

Second only to a supplier’s website, search is the most frequently used digital channel along the entire B2B buying journey.

Second only to a supplier’s website, search is the most frequently used digital channel along the entire B2B buying journey.

With so many loyalty schemes on offer, brands need a strong point of difference to stand above the crowd and gain long-t...
06/27/2019
Testing the Loyalty Waters

With so many loyalty schemes on offer, brands need a strong point of difference to stand above the crowd and gain long-term commitment.

Loyalty isn't dead; it is merely evolving

While not every retailer needs an app, those that offer them must ensure they are beneficial beyond what is accessible o...
06/26/2019
The New Silhouette of Loyalty

While not every retailer needs an app, those that offer them must ensure they are beneficial beyond what is accessible on the mobile site.

Loyalty programs from major department stores are expanding and changing form to meet customer demands.

#Amazon has redefined e-commerce as we know it, but in the wake of declining growth in Amazon Prime membership, the ever...
06/25/2019
The Amazon Consumer

#Amazon has redefined e-commerce as we know it, but in the wake of declining growth in Amazon Prime membership, the everything store is evolving.

Amazon has redefined e-commerce as we know it, but in the wake of declining growth in Amazon Prime membership, the everything store is evolving.

Loyalty programs from major department stores are expanding and changing form to meet customer demands.
06/25/2019
The New Silhouette of Loyalty

Loyalty programs from major department stores are expanding and changing form to meet customer demands.

Loyalty programs from major department stores are expanding and changing form to meet customer demands.

Interest in clean and vegan beauty continues to grow.
06/25/2019
Clean vs. Vegan

Interest in clean and vegan beauty continues to grow.

Although searches for clean beauty slowed in 2018, searches for vegan beauty continue on an upward trajectory.

Although searches for #CleanBeauty slowed in 2018, searches for vegan beauty continue on an upward trajectory.
06/24/2019
Clean vs. Vegan

Although searches for #CleanBeauty slowed in 2018, searches for vegan beauty continue on an upward trajectory.

Although searches for clean beauty slowed in 2018, searches for vegan beauty continue on an upward trajectory.

Though Instagram continues to be the social platform of choice for activewear brands, IGTV is quickly gaining steam, esp...
06/24/2019
The New Aspirational Influencer

Though Instagram continues to be the social platform of choice for activewear brands, IGTV is quickly gaining steam, especially since it has features that facilitate longform video content.

Have influencers run their course?

After this luxury brand faced a setback last year when it lost superstar brand ambassador #FanBingbing due to her tax ev...
06/24/2019
The Top 10 Luxury Brands in China

After this luxury brand faced a setback last year when it lost superstar brand ambassador #FanBingbing due to her tax evasion scandal, its multi-ambassador strategy still earned it high engagement on social media.

Louis Vuitton tops this year's ranking for highest digital competence in the China market.

Did your brand make the luxury cut?
06/21/2019
The Top 10 Luxury Brands in China

Did your brand make the luxury cut?

Louis Vuitton tops this year's ranking for highest digital competence in the China market.

In early February, Pods accounted for 82% of the products appearing in Tide's headline ads against both non-branded and ...
06/21/2019
Think Outside the Bottle

In early February, Pods accounted for 82% of the products appearing in Tide's headline ads against both non-branded and branded keywords.

P&G and Unilever took an unconventional approach when it came to their new products.

Tide proves that brands have to be prudent and support new launches on Amazon.com with ads to boost visibility and build...
06/21/2019
A Tough Sell

Tide proves that brands have to be prudent and support new launches on Amazon.com with ads to boost visibility and build awareness higher up in the sales funnel to enter the Amazon sales flywheel.

With Amazon’s influence and push for profitability, bulky home care products like laundry detergents are facing the heat.

In the midst of consumer trust and brand image issues, #Chipotle launched a loyalty program this March and has seen rema...
06/20/2019
Unwrapping an Effective Loyalty Strategy

In the midst of consumer trust and brand image issues, #Chipotle launched a loyalty program this March and has seen remarkable progress since.

In the midst of consumer trust and brand image issues, Chipotle launched a loyalty program this March and has seen remarkable progress since.

P&G and Unilever took an unconventional approach when it came to their new products.
06/20/2019
Think Outside the Bottle

P&G and Unilever took an unconventional approach when it came to their new products.

P&G and Unilever took an unconventional approach when it came to their new products.

With Amazon’s influence and push for profitability, bulky home care products like laundry detergents are facing the heat...
06/20/2019
A Tough Sell

With Amazon’s influence and push for profitability, bulky home care products like laundry detergents are facing the heat.

With Amazon’s influence and push for profitability, bulky home care products like laundry detergents are facing the heat.

A brand’s ultimate goal is to drive customers to dealers, but a negative dealer site experience may undo all of the good...
06/19/2019
The Final Impediment

A brand’s ultimate goal is to drive customers to dealers, but a negative dealer site experience may undo all of the goodwill that a brand has built.

A brand’s ultimate goal is to drive customers to dealers, but a negative dealer site experience may undo all of the goodwill that a brand has built.

NIVEA is the only FMCG Germany brand to use the Shop button and feature shoppable posts on Instagram.
06/19/2019
Top 10 FMCG Brands in Digital

NIVEA is the only FMCG Germany brand to use the Shop button and feature shoppable posts on Instagram.

E-commerce growth in the German FMCG market has been slower than anticipated, but the top ten brands in Gartner L2's Index are taking it in their stride.

As the lines between #fitness, #wellness, and newness continue to blur, brands have to keep up with the expectations of ...
06/19/2019
The New Shape of Activewear

As the lines between #fitness, #wellness, and newness continue to blur, brands have to keep up with the expectations of the evolved activewear shopper.

Activewear isn't the niche it once was.

#Balenciaga's social channels look like the exact opposite that you’d expect from a fashion powerhouse.
06/19/2019
Deconstructing Balenciaga’s Wacky Instagram

#Balenciaga's social channels look like the exact opposite that you’d expect from a fashion powerhouse.

The secret to Balenciaga's growth might be more than just the release of a trendy sneaker.

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