Research firm Brand Keys has found Nike to be number-one for brand loyalty in global retail, according to the 2017 Loyalty Leaders List.
While the US sports giant came in 12th position overall on Brand Keys’ top 100 list – Amazon (online retail), Google (search engine), Apple (tablets), Netflix (video streaming) and Apple (smartphones) making up the top five – Nike was the highest performing apparel retailer for brand loyalty in 2017.
Nike beat out fellow retailers for the top spot: Trader Joe’s (13th overall); Zappos (24); Ralph Lauren (29); eBay (35); Forever 21 (37); Home Depot (45); New Balance (53); Whole Foods (54), and Victoria’s Secret (61).
Old Navy came in at 70th; T.J. Maxx was 73rd and Zara was in 89th position.
“Emotional engagement — the ability for a brand to be seen as meeting consumers’ expectations for their ideal — has created challenges for the retail sector, particularly for brick-and-mortar brands,” said Robert Passikoff, Brand Keys founder and president.
The firm found that digital technology, social networking brands and brands that engage in digital activity represent more than a third (36%) of the top 100.
“Since 2000 it’s been more difficult for non-digital or non-social networking brands to increase engagement that resonates with consumers’ emotions and builds loyalty. We predicted this precise situation would force traditional brands to work harder to create the emotional connections necessary to foster loyalty.
Some have worked harder recently, with traditional brands using more digital and social outreach to boost brand loyalty.”
Taken in September, the survey surmises responses from more than 49,000 consumers between ages 16 to 65.
According to Brand Keys, the “2017 Loyalty Leader assessments examined 83 categories and evaluated 740 brands.”