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BIS COVID Top Retail Rankings

The retail industry has an average Brand Intimacy Quotient of 46.5, well above the cross-industry average of 38.1. Amazon remains in first place, and Walmart holds steady in second place. Consumer preference for Whole Foods and Home Depot has increased, while preference for Sephora and Costco has decreased.

Industry Performance

The retail industry ranks third this year, up one position from our last study. The category has increased its average Quotient Score by 9.4 percent. Retail performs better with men than women and with consumers under 35 years old versus those over 35. During the pandemic, daily usage has increased by 31 percent.

Archetypes & Stages

Retail has performed stronger than the cross-industry average across all archetypes except nostalgia and indulgence during COVID. The ritual archetype has also increased by 14 percent. All stages are above the cross-industry average. Sharing has increased by 31 percent since our last study and bonding by 26 percent, with fusing rates remaining largely the same.

Study Average

Key Findings & Trends

Fulfillment remains the dominant industry archetype. The retail industry has also increased its percentage of users in some form of intimacy by 21 percent. Amazon remains the top brand for men, women, and millennials. The category has also improved its performance on the "willing to pay 20 percent more" and "can’t live without" measures, which is not surprising given the key role several brands played during the pandemic.

Head to Head Comparison

Comparing the top two retail brands, Amazon and Walmart, we see Amazon stronger across all archetypes except nostalgia. In terms of stages, Amazon leads in sharing and fusing, while Walmart has a higher bonding score. Additionally, more Amazon users are willing to pay 20 percent more for the brand’s products and service compared to Walmart users.

Head to Head

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