Tiffany & Co. beating Amazon in consumer passion
Amazon may hold the highest awareness among consumers, but Tiffany & Co. is the most passionately and positively discussed brand. That is just one finding of the 2016 NetBase Retail Brands Report, which also reveals consumers love discount retailers and ecommerce players more than big box retailers and department stores, and positive social conversations can drive brand engagement.
The report examined top social trends and social performance of 60 top retail brands across 11 categories. It assessed more than 430 million social posts to see how today's retailers are listening to new and existing customers.
For example, while Amazon is the top ecommerce site in terms of loyalty, it isn't garnering much passion from shoppers. Footwear site, Zappos, has more passionate customers, as does Nike in the athletic category.
The top three beloved retail brands—the best at connecting and engaging with customers—are Amazon, Nike and Best Buy.
Those retailers not doing so well with engagement and connecting are Kate Spade and Payless.
“It’s clear from our retail report that some brands are doing a much better job than others when it comes to meeting customer expectations regarding products or customer service. Wherever they stand, each retail brand has the opportunity to leverage social analytics to better understand their customers’ wants, dislikes and desires to best cater to their needs,” said Paige Leidig, chief marketing officer at NetBase, in an announcement.. “The holy grail is leveraging what you learn online – such as what really motivates your audience to click and purchase – and translating these findings into monetary ROI for your business.”