• by Ray Schultz , Columnist, March 30, 2022

Sephora has for the fifth time been ranked as the top brand in Sailthru’s Retail Personalization Index. But this year it had to settle for a tie: Thrive Market has moved in with an equal score. 

The two brands each pulled an RPI score of 65. Sephora has been in the No. 1 slot since the Index was launched five years ago.

To determine the scores, the researchers examined the brands based on 80 attributes, then personally experienced each store’s purchase process. In addition, Sailthru surveyed 260 retailers and 5,000 consumers, 4,000 in the U.S. and 1,000 in the U.K. 

Each brand was assigned an RPI score made up of how well they personalized their site, email, mobile and offline. They were also rated on privacy. The highest possible RPI score was 80. 

The best score for email was achieved by Fabletics: 26.  

Sailthru notes that while 71% of retailers think they excel in personalization, only 34% of consumers agree. 

This year’s Index seems different from that of 2021. Last year, Sephora pulled an RPI score of 89 and Thrive Market 88. But Sailthru then analyzed 96 attributes, versus this year’s 80. 

Here is the list of the top 25, including their RPI Score and how they rate on email and the other weighted factors.

Note: There are several ties, and some skipped numbers in the ranking. For instance, four brands are tied for 18, resulting in a skip directly to 22.    

1. Thrive Market — RPI (65), Email (25), Site (20), Mobile (13), Offline (4), Privacy (3)

1. Sephora — RPI (65), Email (22), Site (24), Mobile (11), Offline (7%), Privacy (1)

3. DSW/Designer Shoe Warehouse — RPI (63), Email (23), Site (21), Mobile (10), Offline (7), Privacy (2)

4. Best Buy — RPI (60), Email (21), Site (20), Mobile (9), Offline (7), Privacy (3)

5. Adidas — RPI (59), Email (22), Site (21), Mobile (5), Offline (7), Privacy (4) 

6. Fabletics — RPI (57), Email (26), Site (16), Mobile (9), Offline (4), Privacy (2)

7. 1stdibs — RPI (56), Email (22), Mobile (7), Offline (4), Privacy (3)

8. Bloomingdale’s — RPI (54), Email (18), Site (17), Mobile (10), Offline (7), Privacy (2)

9. Just Fab — RPI (57), Email (22), Site (16), Mobile (8), Offline (4), Privacy (3)

9. The Home Depot — RPI (53), Email (17), Site (17), Mobile (9), Offline (7), Privacy (3)

9. Nordstrom — RPI (53), Email (16), Site (19), Mobile (8), Offline (7), Privacy (3)

12. Forever 221 — RPI (52), Email (20), Site (13), Mobile (10), Offline (5), Privacy (4)

12. Fashion Nova — RPI (52), Email (22), Site (19), Mobile ‘(9), Offline (0), Privacy (2)

14. Petco — RPI (51), email (13), Site (19), Mobile (8), Offline (7), Privacy (3)

14. Overstock.com Inc — RPI (51), Email ‘(13), Site (19), Mobile (12), Offline (4), Privacy (3)

14. Wayfair — RPI (51), Email (20), Site (14), Mobile (10), Offline (4), Privacy (3)

17. Target — RPI (50) Site (16), Mobile (11), Offline (6), Privacy (2)

18. Carter’s — RPI (49), Email (18), Site (15), Mobile (7), Offline (7), Carter’s (2)

18. Dick’s Sporting Goods — RPI (49), Email (13), Site (17), Mobile (9), Offline (7), Privacy (3)

18. All Modern — RPI (49), Email (16), Site (16), Mobile (11), Offline (4), Privacy (2)

22. Office Depot/OfficeMax — RPI (47), Email (18), Site (15), Mobile (5), Offline (7), Privacy (2) 

23. Walmart — RPI (40), Email (16), Site (13), Mobile (10), Offline (6), Privacy (3)

24. American Eagle Outfitters — RPI (47), Email (9), Site (18), Mobile (8), Offline (7), Privacy (5) 

25. eBay — RPI (46), Email (19), Site (13), Mobile (8), Offline (3), Privacy (3)

25. Crate and Barrel — RPI (46), Email (18), Site (13), Mobile (8), Offline (5), Privacy (3) 

25. e.i.f. Cosmetics — RPI (46), Email (14), Site (16), Mobile (9), Offline (4), Privacy (3)

25. HSN (Home Shopping Network) — RPI (46), Email (17), Site (14), Mobile (8), Offline (4), Privacy (3)