InternetRetailing is delighted to present the second InternetRetailing Brand Index Report 2018, published in partnership with Rakuten Marketing This report focuses on brands selling direct to consumers across Europe.
Adidas , Apple , Clarks , Missguided , New Look and Nike are named Europe’s leading direct-selling brands in the second annual InternetRetailing Brand Index Report.
These are the brands that represent the pinnacle of retail practice, as judged in research that puts performance into the equation, as well as the size and reach of each brand. RetailX, InternetRetailing’s research team, with the assistance of Knowledge Partners have based the ranking on each brand’s retail performance across six key Performance Dimensions: Strategy & Innovation, The Customer, Operation & Logistics, Merchandising, Brand Engagement, and Mobile Cross-Channel.
In the latest Brand Index report, attention is on defining the phenomenon of direct-selling brands and the reasons why many brands are transforming fast to sell directly to their customer base. Direct-selling opens the doors to a direct relationship with a customer, as brands can monitor their clientele’s shopping behaviour, patterns, frequency as well as channel and delivery preferences, which are handy insights that a brand can use to build customer loyalty.
“Last year, we looked in depth at how this was a potential threat to more conventional retailers, that by going direct brands would somehow eclipse retailers. This year, though, our focus has shifted. One of the great advantages of doing original research is that you are able to test ideas. With the bene t of hindsight, we probably over-emphasised the tension between direct-selling brands and their retail customers,” said Ian Jindal, editor-in-chief of InternetRetailing.
The best retailers, after all, showcase brands’ wares in ways they can’t in their own stores and enable brands to reach different parts of the market. It’s safe to say there are consumers who would much rather buy Apple products from a John Lewis associate than a roving Apple employee in a store that looks a little like an open-plan office.”
From next year, the Brand Index will reach a point at which researchers can start to measure trends in behaviour across the European market and to take lessons from those trends. For disruption is likely to come no matter how the political environment changes. As shoppers expectations are rising fast and the brands that prosper in this 21-century market will be those that adapt along with the ever-changing shopping patterns of the people they serve.