Amazon’s dominance spreads beyond retail, DMA research

Research by the DMA (Direct Marketing Association), conducted in partnership with Pure360 and Foresight Factory, shows that Amazon is the standout favourite brand of UK consumers, followed by Marks & Spencer, John Lewis, Sainsbury’s and Tesco.

2,000 people took part in the research, which also found that the US giant is no longer regarded as just an online retailer; it also came second among favourite media/entertainment and fourth for technology companies. Another key finding is that one in three consumers do not have a favourite brand and nearly 39% feel less loyal to companies than they did a year ago.

Komal Helyer, Marketing Director at Pure360, comments: “Consumer trust in ‘faceless corporations’ is waning, and in its place is a growing preference for meaningful interactions with brands who are perceived as genuine, transparent and relevant. For marketers, the message remains the same: add value to your customer’s lives and stay relevant to their interests or risk losing their business altogether.”

Rachel Aldighieri, MD at the DMA, says: “We feel like we’re less loyal, but this feeling is belied by our continued support for the brands we know and trust. It’s contradictory, of course, but moreover the issue of loyalty is an increasingly more complicated problem too. Consumers have more choice than ever before, but the key for brands is ensuring they are utilising the data and marketing channels at their disposal to build genuine long-term relationships with their customers.”