Amazon.com Loved The Most Among American ShoppersBy: Drew Bowling - April 4, 2012
Store-front displays are so 2011. At least, that would be the interpretation of a new survey released by Brodeur Partners as shoppers named Amazon.com the most relevant retailer above all other retailers, including the brick-and-mortar standbys such as Target, Wal-Mart, and Apple.
The study asked shoppers to look at 21 of the nation’s top retailers and then select through an extensive battery of questions the “most” and “least” personally relevant retailer in four areas: practicality, values, sensory appeal and social appeal. The study involved more than 2,000 shoppers ages 18 to 65.
Shoppers gave Amazon.com the highest ranking in the area of practical value, which is striking when one considers nobody’s ever physically been to an Amazon store. The findings support ample evidence that retail’s strongest momentum is now in the online experience. And while Amazon trumped all other retailers in practical value, it also led the categories of “Values-based relevance” and “Social relevance.” Target managed to top Amazon in “Sensory relevance,” but only barely. Besides, how exactly could Amazon.com appeal to the human senses? Launch an app for aroma-vision? Apparently it does quite a bit as is because Target only edged past Amazon in this category.
“These are four ingredients of relevance that you look for in everything, from a Google search to a product, candidate, cause, or place to shop,” said Brodeur CEO Andy Coville. “Amazon.com has clearly cracked the code when it comes to being relevant to American shoppers.”
Johnson added, “It shows how technology can move a retailer from specialty online bookstore to one that people view as more practical and value-driven than Wal-Mart, the world’s largest retailer.”
Indeed, Amazon has become the one store to rule them all. The full list with ratings from each of the four categories is below. So are box stores really losing their charm?