Retail Customer Experience: Report: Average Holiday Retail Ad Only Engaged 6 Percent Of Consumers

Our 2013 holiday advertising research highlighted how major retailers holiday ads resonated with consumers. The success or failure of a holiday ad is usually a strong indicator of overall company performance. The research focused on advertising campaigns from: Target, Sears, JC Penney, Macy’s and Kohl’s.

Key findings included:

  • The average holiday ad only managed to engage and make a brand connection with 6 percent of the population;
  • Macy’s scored the best in branding of any retail studied;
  • JC Penney enticed shoppers back for holiday deals, but the chain is still in a precarious situation, showing the least loyal customer base of all retailers studied; and
  • Sears showed significantly more churn than any other retailer, losing the most customers over the past year.

Read more HERE about additional other findings and how our study was conducted.

Retail_Customer_Experience_Logo

How's Your Advertising Working?

Author: Communicus

Communicus is an advertising research firm specializing in integrated campaign measurement solutions that isolate the impact of a brand’s advertising. For over 50 years, Communicus has partnered with Fortune 100 brand advertisers, providing research and consultation enabling brands to fully understand how to build more successful advertising and IMC campaigns, maximizing advertising’s impact on brand perceptions and behavior.

Share This Post On