Kmart, Sears, American Apparel voted least engaging brands

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. 

For more:
-See this Brand Keys Customer Loyalty Engagement Index survey

Related stories:
Amazon, Apple, Nordstrom among J.D. Power's 'Customer Champions'
Customer service features drive engagement with mobile apps
Target, Macy's, Best Buy lead in holiday customer service
J.C. Penney tops in customer service on Twitter
Amazon, L.L. Bean rank as tops for holiday customer service  

Suggested Articles

Costco changes up its menu items, and Alibaba and Guess partner for a physical store.

Janey Whiteside, Walmart's new chief customer officer, is well acquainted with the importance of customer service in modern retail.

Whole Foods will offer deals on Amazon's Prime Day, and tariffs against China are causing pricing hikes.