RSR Research today released results of its fourth benchmarking study on the digital gifting industry, “Digital Gift Cards: Rewriting the Gifting Rules in the Omni-Channel Age.” According to a news release, the study evaluates the gifting experiences of the nation’s top retailers in verticals such as restaurants, beauty, sports and apparel.
Across all verticals, Starbucks and Dunkin’ Donuts both ranked in the top 5 overall, based on this year’s criteria. Sephora was No. 1, followed by Starbucks, The Home Depot, Best Buy and Dunkin’ Donuts.
RSR focused on differentiators this year, versus features that have become industry standard, according to a news release (such as mobile and social experiences). Also new this year was 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.