Friday, August 12, 2022

Amazon the UK’s favourite retailer: survey

Amazon has been named the UK‘s favourite retailer brand, according to a new survey.

Twenty five per cent of shoppers named the online retail giant as their preferred brand, according to data compiled by the Direct Marketing Association (DMA).

John Lewis was second with 14 per cent, followed by Marks & Spencer with 10 per cent.

Other retailers in the top 20 included eBay, ASOS, Primark, Apple, Next and House of Fraser. 

Amazon has had a impressive 2016 so far, with its new AmazonFresh service expanding to service an additional 59 London postcodes, while its UK head office announced plans to create 1000 new permanent jobs in the country this year, on top of the 2500 it had announced in January.

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In addition, Amazon’s second annual Prime Day reportedly saw the company experience a whopping 60 per cent increase in sales compared to last year’s event.

DMA surveyed 1000 people for their report, which also explored loyalty among shoppers.

Three main streams within the shoppers surveyed emerged from the report: 40 per cent were actively loyal, 28 per cent were actively disloyal while the remaining 32 per cent varied. 

Seventy-seven per cent of consumers polled said they were interested in joining loyalty schemes once they purchased products from a brand, while 24 per cent said they were already in loyalty schemes. But 46 per cent said they do not take part in loyalty schemes but would be open to them in the future. 

“Trust is a key element of building customer loyalty for all brands, retail or otherwise,” DMA managing director Rachel Aldighieri said.

“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. 

“When loyalty rewards are made to feel well earned and unique to each customer, bonds can potentially grow even stronger between retailer and shopper.”

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