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Amazon named consumers’ favourite retail, tech and entertainment brand in DMA survey

By Paul Skeldon January 22, 2019 - 6:13 am

Another day and another survey finds that Amazon is the UK consumer’s favourite brand – featuring strongly in the top 5 across a variety of sectors: retail, technology and entertainment.

According to the Direct Marketing Association (DMA) report ‘Customer Engagement – How to win trust and loyalty’ Amazon is the most popular retail brand, within media and entertainment the second most popular (behind Netflix), and the fourth most popular among consumers choosing their favourite technology brand.

These results are clearly a strong sign of Amazon’s dominance in the mindset of consumers today, says the DMA’s MD Rachel Aldighieri.

“It is interesting to see that Amazon features across several sectors as the preferred brand. Amazon’s combination of familiarity, ease and choice is a compelling offer, providing consumers with one place to serve many of their needs. Their vast product range and integrated services entice consumers to stick with a brand they know and love.”

– Rachel Aldighieri, MD, DMA

Interestingly, retail stalwarts Marks & Spencer, John Lewis, Sainsbury’s and Tesco are the others most mentioned in retail. When it comes to the top five favourite brands, consumers report feeling genuine loyalty to those brands, rather than this simply being based on convenience or habit.

This was particularly the case for John Lewis and Marks & Spencer, with 89% and 88% of consumers agreeing respectively. Interestingly, two-thirds (67%) of people who chose Amazon as their favourite brand are loyal to them for genuine reasons – rather than convenience alone.

However, one in three (33%) people also said they did not have a favourite brand or one they are most loyal to and nearly two-fifths (39%) feel less loyal to brands and companies than they did a year ago.

“Brands must renew their focus on the most important part of their long-term success, their customers. Whether marketers decide to offer more personalised experiences, new loyalty schemes or flexible subscription models, successful brands will be those that can put the customer at the heart of everything they do.”

– Rachel Aldighieri, MD, DMA

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