Brand Keys’ (New York) 2015 Customer Loyalty Engagement Index, released last week, revealed which retailers are best meeting consumer expectations. The survey concluded the following companies best fulfilled their customers’ needs:
In apparel: JCrew, followed by Old Navy, Victoria’s Secret, Banana Republic and Foot Locker (tie), H&M, PacSun, Anthropologie, Forever 21 and L.L. Bean (tie), Gap, Express, American Eagle Outfitters, Aéropostale, American Apparel and Abercrombie & Fitch.
In athletic footwear: Nike, followed by New Balance, Skechers, adidas, Reebok, Mizuno and Fila (tie), Asics and Under Armour (tie) and Brooks.
In department stores: Marshall’s and TJ Maxx (tie), followed by Macy’s, Kohl’s, Dillard’s, JCPenney and Sears.
In discount: Walmart, followed by Target and Kmart.
In price clubs: Costco, followed by Sam’s and B.J.’s.
In sporting goods: Dick’s Sporting Goods, followed by Cabela’s, REI, Big 5 Sporting Goods, and Sports Authority and Modell’s (tie).
In natural foods: Whole Foods, followed by The Fresh Market, Trader Joe’s and Sprouts Farmers Market.
In home improvement: Home Depot, followed by Lowe’s, Ace and True Value.
In online retail: Amazon.com, followed by Zappos.com, eBay.com, Overstock.com and Buy.com.
Brand Keys surveyed more than 36,000 Americans ages 18 to 65. According to Women’s Wear Daily. The company’s president, Robert Passikoff said, “In a marketplace where retail brands struggle to create meaningful differentiation and engagement, those better able to identify customers’ expectations and address them via authentic emotional values will see tangible bottom-line results.”