Employee Engagement

Amazon is the UK’s favourite retailer after one in four shoppers named it as their preferred brand in a survey. This comes hot on the heels of the online behemoth topping the latest UK Customer Satisfaction Index.

John Lewis missed out on the top spot, coming second with 14 per cent, and M&S came third with 10 per cent, according to data collected by the Direct Marketing Association.

The top 20 leading retailers included eBay, Primark, Next and House of Frasier. Apple was not as popular as might be expected, placing 14th with only one per cent of the vote.

The 1,000 people that were polled only identified three online retailers in the top 20: Amazon, eBay and Asos.

The survey also identified three main streams within the shoppers surveyed: 40 per cent were actively loyal, 28 per cent were actively disloyal and the remaining 32 per cent varied depending on the context.

The report explored the concept of consumer loyalty. 77 per cent of consumers polled said they were interested in joining loyalty schemes once they had purchased from a brand.

24 per cent currently take part in loyalty schemes, and almost double the amount – 46 per cent – do not but would like to in the future.

Rachel Aldighieri, managing director of the Direct Marketing Association, said: “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.

“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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