Jul 19, 2016
One in four Brits say Amazon is their favourite retailer
Jul 19, 2016
One in four British consumers, 25%, chose etailer Amazon as their favourite retail brand in a new survey of 1,000 consumers by the Direct Marketing Association, DMA.
In second place was high street department store retailer John Lewis, with 14% of the vote, followed by Marks & Spencer at 10%. There was no shortlist of brands; instead, respondents were asked to write down their favourite brands.
Of the top 20, just three are online-only brands - Amazon, eBay and Asos. Apple came in 14th place behind traditional high street brands including John Lewis, M&S, Next, Debenhams, Primark and House of Fraser.
The survey also revealed that most consumers fall into one of three types of brand loyalty, with 40% being actively loyal, 28% actively disloyal and the loyalty of the remaining consumers depending on the context. 24% of those who took the survey are currently taking part in loyalty schemes.
Rachel Aldighieri, MD at the DMA, commented on the results: “Trust is a key element of building customer loyalty for all brands, retail or otherwise. That’s one of the reasons we’re seeing loyalty schemes evolve beyond traditional formats. By taking a more personal approach to these programmes, brands can forge a two-way conversation with their customer that builds genuine loyalty beyond simply collecting points."
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