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Editor’s Comment

How retailers open and maintain the customer conversations that help their brand stand apart from the crowd is central to this IRUK Top500 Brand Engagement Dimension Report. In it we look at different resources and approaches that leading retailers are using to initially attract the attention of shoppers, and then maintain it over a long-term, productive customer relationship.

We start by setting out the context in our Strategic Overview feature, which considers the macro factors that are influencing the way that brands engage with their customers, and how leading brands are responding to them.

Then we look at the detail as members of our RetailX research team set out the research techniques they’ve used to find out how the UK’s Top500 retailers engage, at a practical level, with their customers. In analysing the numbers, Martin Shaw, head of research at RetailX, explores in detail the metrics that underpin this report. In new research, team member Fernando Santos looks in detail at how leading UK retailers use Facebook in day-to-day practice.

Our final step is to provide hands-on, practical examples of how leading retailers are developing their strategies. We do this through an interview with Jack Cooper of Andertons Music Co that focuses on how the retailer has used social media to reach audiences across the UK, as well as around the world. Then our case studies on Amazon, Argos, Boots and Sainsbury’s take a practical look at how these leading retailers approach mobile, voice, loyalty and social media.

That practical look is extended further through our 12 approaches to brand engagement. Our emerging practice feature looks at how retailers have evolved engagement in the light of GDPR. You’ll also find full listings of the Top500 and the leading retailers in this Dimension.

We hope you find this report useful and we look forward to hearing your feedback on this approach, as well as any ideas that you have for our future explorations of this subject.

Chloe Rigby

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