Of the many honors handed out during awards season, being on the "least engaging brand" list isn't one businesses want. But that's exactly what happened to Sears, Kmart, Quiznos and American Apparel, voted "the least engaging brands of 2014" in a recently released survey of customer loyalty.
Brand Keys Customer Loyalty Engagement Index surveyed roughly 32,000 consumers and found that Kmart, Sears (NYSE: SHLD), Quiznos and American Apparel were the retailers with the lowest level of engagement.
The report compiled survey responses from shoppers who were asked about the brands they use, their expectations of those brands, and how satisfied they are with how brands have met those expectations. Each brand competes in a specific category.
For the study, brand engagement was measured by how each retailer met the expectations shoppers hold for the "ideal" in the category. The "ideal" experience is defined by how the consumer will view the category, how they will compare brands and, ultimately how they will engage with the brand, buy and remain loyal.
Among the high-achievers were Whole Foods (NASDAQ: WFM), Amazon (NASDAQ: AMZN), Macy's (NYSE: M), Walmart (NYSE: WMT), Sam's Club and Home Depot (NYSE: HD). These retailers were deemed to have strong emotional engagement expectations related to brand buzz, shopping experience and value-for-dollar.
-See this Brand Keys Customer Loyalty Engagement Index survey
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