In the newly launched Retail Performance Index compiled by agency VCCP, retailers and brands Amazon, M&S and adidas have emerged strongly.
Based on a survey of 3,000 consumers, the index is blended with YouGov data and looks at strength in ‘the buying moment’.
Amazon is on top, ahead of M&S, Nando’s, adidas, Boots, Nike, Tesco, Lego, Asda and Superdrug. Overall, the best-performing brands come from a wide range of sectors.
The buying moment has been divided into six categories – ‘ease and speed’, ‘the role of humans’, ‘clarity and information’, ‘inspiration’, next purchase intention’ and ‘emotional connection’.
In fact Amazon came top in five of the categories but was nowhere when it came to emotional connection.
That category measures emotional connection to brands before and after buying and adidas proved to be the current highest performer by this measure. Those with the greatest disconnection between brand and buying experience scored less well.
M&S came ‘a strong second’ to Amazon, and similarly scored well across the board, just behind the US e-tail giant in practical criteria like clear information, speed of purchase and helpful humans.
