Amazon.com is America's most relevant retailer, followed by Target, according to Brodeur Partners’ Retail Relevance Top 10 ranking. The study asked shoppers to look at 21 of the nation's top retailers and select the "most" and "least" personally relevant retailer in four specific areas: practicality, values, sensory appeal and social appeal.
"These are four ingredients of relevance that you look for in everything, from a Google search to a product, candidate, cause, or place to shop," said Brodeur Andy Coville, CEO, Brodeur Partners, Boston. "Amazon.com has clearly cracked the code when it comes to being relevant to American shoppers."
It is striking, the company noted, that shoppers gave Amazon.com the highest ranking in the area of practical value considering it has no real-world storefront shoppers can visit.
Target came in second in the relevance ranking largely because shoppers found it the most appealing to the senses.