Thought leadership

Interesting research in this week’s newsletter from the Data & Marketing Association’s (DMA) which shows that Amazon has, perhaps unsurprisingly, been listed by consumers as their favourite brand (yet again) in 2020. More interesting in my view is that an increasing number of consumers report not feeling loyal enough to name any brand as their favourite.

Amazon turned out to be the most mentioned brand when consumers were asked who their favourite brands are, with 15% of consumers naming it, followed distantly by John Lewis Sainsbury’s Tesco. When the DMA asked the same question back in 2018 the winners looked very similar. Consumers once again mentioned Amazon the most (14%), with Marks & Spencer John Lewis and Sainsbury’s following in its wake.

TheCustomer Engagement: How to Win Trust and Loyaltyreport also reveals that consumers’ loyalty to Amazon is driven more by convenience than it is a genuine connection. The research suggests that consumers tend to view Amazon as more of a dependable service as opposed to an actual brand to form a relationship with. The survey also revealed that over a third of consumers continue to report not feeling loyal enough to any brand to name it as their favourite, an increase 2018.

Tim Bond, Head of Insight, DMA says. “Somewhat surprisingly, despite consumers’ heavy reliance on Amazon’s services during 2020’s nationwide lockdowns, it has not gained significant traction with customers over the last two years. Coronavirus has led to an increasing number of consumers relying on brands such as Amazon for key services, but this appears to be driven by necessity and not entirely preference. There are also an increasing number of consumers who report not feeling loyal enough to name any brand as their favourite, which suggests that there is still a huge window of opportunity for less established brands to secure a loyal customer base.”

Talking of Amazon we expect to feature the brand at our upcoming 2021 Virtual Future of the Contact Centre Conference next month. Organisations already confirmed at the virtual conference, delivered from our own TV studio, included HSBC, Microsoft, Very Group,  Virgin Experience Days, Sainsbury’s, Biffa, Virgin Media and Mars.  Look forward to welcoming you there.

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