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Identifying the connected consumer for the retail industry

How do you understand your brand’s performance in terms of consumer awareness, association and equity? Brand tracking plays an essential part in measuring the strength and engagement with your brand and is fundamental to the creation of a strategy to influence consumers and track performance over time.

Understanding the core audience of retail influencers who are engaged with your brand is a vital part of this process. We’ve identified a group of consumers who are vital to disseminating brand messaging and are highly engaged; connecting through multiple touchpoints, making them key brand advocates.

We’ve labelled these consumers Connectors. They are identified through a series of attitudinal statements and in a recent study of 24,000 interviews we identified 7,000 UK Retail Connectors. Conducting research with these Connectors will enable you to understand what they say and how they interact with your brand, helping you to map out how to engage with and influence them.

Check out our infographic to find out how Retail Connectors are:

  • Highly engaged with social media.
  • Lovers of new technology.
  • Value the importance of staying connected.
  • Consider themselves risk takers.
  • Highly engaged with advertising and brands.

Earlier this year we launched our new and innovative approach to brand tracking – BrandBox. It’s been designed to help marketers understand brand equity, by evaluating the competitive context, emotional relationship, and the role of Connectors to determine a brands’ position.

To learn more about BrandBox and the role of Connectors please contact Abhi Roy, Head of BrandBox on +44(0)20 7843 9777

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