Even though consumers
are being offered a greater variety of brands at different price points
than ever before…it’s making us more fickle than ever. So how do specialty and department stores capture
and keep customers loyal? Pretesting the Brand Keys’ Customer Loyalty Engagement Index. It weighs everything
from shopping experience and convenience of locations to perceived
value, uniqueness and style of merchandise, and the brand’s overall
reputation or buzz.
Here are the top scorers. Some surprised even us!
Specialty Apparel Stores
drivers are contributing to this loyalty leader, according to Brand
Keys: the customers’ shopping experience and satisfaction with the
retailer’s unique, stylish merchandise.
2. VICTORIA’S SECRET
The buzz is big with this
retailer, too — its reputation ranks high, thanks to smart advertising
and their use of plenty of well-known supermodels.
3. J. CREW
Reputation, convenience and value rate highly for this brand. People
want a J. Crew button-down shirt, not just any button-down.
4. PAC-SUN (Pacific Sunwear of California Inc.)
PacSun ranks highly on its specific
merchandise being unique and stylish for the customer, and the buzz is
5. AMERICAN EAGLE OUTFITTERS
Unique and stylish merchandise is their strength.
Shocking right? But Macy’s is
everywhere. The brand received high marks for convenience and value,
and also for its advertising and promotional campaigns,
strong point for this midtier department store giant is entirely
related to its wide range of merchandise. This holiday season, Sears has been
creating a buzz with various ad blitzes, like its "Super Saturday"
sales, which offer shoppers deep discounts on apparel and home goods.
and reputation both had a hand in keeping this off-price retailer high
in the rankings.
4. J.C. PENNEY
convenience and value help to rank J.C. Penney highly, as does its
range of merchandise.
Both convenience and value pulled in average
rankings, as did consumers’ shopping experiences with the brand.
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