The latest IRUK Top500 Brand Engagement Performance Dimension Report is now available online. The report, published in association with Oracle + Bronto, is the first of six IRUK Top500 reports that will build on Top500 research during the course of 2017.
The research comes at a time when customers are taking the lead in the way they communicate and interact with retail brands – and the way retailers respond is changing at the same time.
This dimension report starts with the hard data produced by the InternetRetailing research team, working with InternetRetailing Knowledge Partners. Together they have analysed how retailers set about communicating with customers and gone on to measure how responsive they are when those customers get in touch. From that, stem real insights into what makes for successful brand engagement, looking at how leading IRUK Top500 retailers develop strategies that enable them to be both engaging and responsive as they open and develop two-way conversations.
Editor-in-chief Ian Jindal said: “By being present where customers expect them to be, retailers encourage shopper loyalty among that group of customers that is most likely to spread the word across social channels, raising, in turn, brand awareness.
“Our focus here is primarily on painting a picture of what is happening, rather than exploring theoretical possibilities. That’s why we take a highly practical approach to measuring brand engagement and customer service across channels, illustrated by interviews and real-life case study examples of what works for the stand-out retailers in this Dimension, as well as across the Top500.”
The case studies look in more detail at some of the brand engagement strategies adopted by some of Britain’s best-known retailers, including Boots [IRDX RBOO], Marks & Spencer [IRDX RMAS], Waitrose [IRDX RWAI] and Mothercare [IRDX RMOC]. There’s a two-page interview with David Walmsley, chief customer officer at House of Fraser [IRDX RHOF], in which he outlines how the department store is trying to build a sense of loyalty amongst its most important customers.
Real-life examples of smart brand engagement techniques used by Top500 retailers are highlighted in the 12 approaches that work feature, while there’s also an interview around emerging practice with Rob Garf and Jamie Merrick of Salesforce Commerce Cloud, who have fascinating insights on how brands are moving into the B2C sector and selling direct to customers.
To find out more about the report and to download it, click here.
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