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Kohl's, Macy's among 'genius' digital retailers

September 13, 2016

JC Penney, Nordstrom, Macy's and Kohl's are on a 'genius level' when it comes to digital smarts, but no one is close to attaining Amazon's impressive capabilities, according to a MediaPost report.

The retail industry is spending 52 percent of its digital advertising budget on mobile, and when it comes to social network activity the majority is focused on Instagram for customer engagement, states MediaPost, citing research from L2. One big reason, according to the research, is that a third of Instagram users made purchases on their phone.

"Only five years ago, Macy's apparel and accessories sales were five times that of Amazon, providing a wide lead in a logistically challenging product category that features a high exchange rate," the new ranking said. "By next year, Wall Street analysts estimate that Amazon will overtake Macy's as the largest U.S. retailer of apparel and accessories, with sales of $28 billion in the category."