Level5 study shows troubling drop for Target

A new study from Level5 Strategy Group shows Target Canada is experiencing a serious decline in consumer perception. Six months ago, 57% of consumers surveyed by Level5 thought Target was “better” than other general retailers. According to the company’s latest BrandMap study, that number has now slipped to 24%. It puts Target on the same […]

A new study from Level5 Strategy Group shows Target Canada is experiencing a serious decline in consumer perception.

Six months ago, 57% of consumers surveyed by Level5 thought Target was “better” than other general retailers. According to the company’s latest BrandMap study, that number has now slipped to 24%. It puts Target on the same popularity level as the Sears brand, a retailer struggling with declining sales and closing stores (including its Toronto flagship location).

Ranking higher on the report were Walmart, Canadian Tire, Loblaws, Costco, Winners, The Bay and Home Depot.

Prior to its launch, Target was considered fashionable and edgy, but now seen as insincere, unreliable, out of date and superficial, said David Kincaid, managing partner and CEO of Level5, in a news release.

“Brand success lies in the value of a promise consistently kept,” said Kincaid. “This has been Target’s stumbling block, and it is a profound opportunity lost.”

Kincaid said that the lesson for U.S. retailers entering Canada is to stay American.

“The brand’s efforts to “Canadianize” fell flat,” he said. “Canadian flavour can be an addition to a retailer’s core value proposition, not a substitute.”

Brands Articles

30 Under 30 is back with a new name, new outlook

No more age limit! The New Establishment brings 30 Under 30 in a new direction, starting with media professionals.

Diageo’s ‘Crown on the House’ brings tasting home

After Johnnie Walker success, Crown Royal gets in-home mentorship

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

Volkswagen bets on tech in crisis recovery

Execs want battery-powered cars, ride-sharing to 'fundamentally change' automaker

Simple strategies for analytics success

Heeding the 80-20 rule, metrics that matter and changing customer behaviors

Why IKEA is playing it up downstairs

Inside the retailer's Market Hall strategy to make more Canadians fans of its designs