Which Retailers Are Best at Marketing?
A couple of quick links today (after all, I need to balance out yesterday's extra long post...)
The first article covers a CMO Council survey that studied the marketing messages of 25 brands across different channels. The results - while it did not finish first in any of these channels, The Home Depot came out first in terms of the consistency of its messaging across all touch points. Top ranking brands included Southwest (Web), American Airlines (call center), Allstate (advertising and collateral) and Dell (in-store). The lowest ranked brands were Comcast and DirecTV.
The second article covers Cannondale's PoweRanking survey which gave top honors to Wal-Mart (same as last year and several years before that, but with lower ratings). The survey ranks companies for "retail marketing competence on the basis of a number of criteria, including clear company strategy, most innovative consumer marketing, and best store branding." Wal-Mart at #1 was followed by its rival Target in the 2nd place and by Kroger in the 3rd place (up 5% from 2007).
The results suggest that "Wal-Mart’s low price strategy is resonating with consumers and manufacturers," and that "Kroger’s strong showing in targeting its shoppers and shopper segments is paying dividends.” Also, “retailers that excelled...have completed their own customer segmentation and begun to develop alternative store formats and merchandising platforms to address newly identified needs.”
Posted by Universal Ad
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