News

Amazon, Walmart not making strong emotional connection with consumers

August 9, 2018

A report listing out the top 50 U.S. brands ranked by emotional connection reveals no leading retailer in the top five or even the top 10.

The Motista data, which assessed over 250,000 U.S. consumers' connection with brands, shows BMW in the top spot with a score of 60 percent, Disney in second at 49 percent, Marriott in third with 48 percent, Panera Bread in fourth with 46 percent and Wynn Resorts closing out the top five with 46 percent.

The higher the score, the greater the percentage of customers that have an emotional connection to that brand.

Amazon landed in 18th place and Walmart landed in the 17th spot.

"While retail and e-commerce brands comprise more than half of the brands ranked on this list, many of these companies still need to better target their emotionally connected customers and work to identify prospects with a predisposition for emotional connection in order to reach their full potential in revenue growth," said Michael Mathias, president of Motista, in a release on the data. "If brands don't activate emotional connection, they will continue to lose the battle with larger online retailers like Amazon and Walmart."