Amongst the Econsultancy blog team, we certainly have our favourite companies as far as digital ambition and execution are concerned.

There’s a lot to choose from, but here are 18 we think are digital trailblazers. A lot of them are big retail companies and many are born digital but not all of them.

Feel free to comment with any omissions you think we might have made.

And if you're looking to learn more, browse our Best Practice Guides or our training courses.

1) Greggs

Despite being a staple of the British high street, food chain Greggs isn’t necessarily the first brand that springs to mind when it comes to digital strategy.

However, its tongue-in-cheek attitude has produced some amazing social PR.

https://twitter.com/danbarker/status/1078752246064660480

The brand's clever vegan sausage roll launch and humorous reaction to the outrage (in some quarters) helped Gregg's to boost sales by almost 10%.

https://twitter.com/hwallop/status/1097771763717545985

Elsewhere, its mobile app has also been a huge success, allowing users to access loyalty-based offers and easy payment options. Roger Whiteside, CEO of Greggs, told Marketing Week that loyalty app users increased 225% year-on-year in 2016.