Kérastase, Apple win favour in UK

04 January 2012

LONDON: Kérastase, Mercedes-Benz and Apple's iPhone are the products that UK shoppers are most likely to recommend, new research has revealed.

Bain & Company, the consultancy, surveyed 6,000 people, asking how willing they would be to recommend any of 350 consumer brands they had direct experience with.

Kérastase, L'Oréal's haircare brand, led the charts on 80%, as calculated using the Net Promoter Score, which subtracts the number of "detractors" from the amount of advocates.

This system is based on a ten-point scale where totals of nine or ten points means customers would advise others to buy something, and ratings of six points and below suggest they are "detractors".

Mercedes-Benz, the German auto marque, claimed second position in the rankings with 66%, beating the iPhone, Apple's pioneering mobile handset, on 60%.

Redken, another member of L'Oréal's beauty portfolio, followed on 59%, a figure matched by Hotel Chocolat, the confectionery specialist, and the only British brand to feature in the top ten.

Also among the leading brands was Cohiba cigars, logging 57%, and Apple's iPod music player on 53%, equalling the score posted by HTC, the handset manufacturer.

Elsewhere, Audi, the luxury car marque, registered 52%, coming in just ahead of Rolex's timepieces, on 51%, as premium brands performed strongly overall.

Bain & Company's analysis argued that favourable feedback from family, partners, friends and experts constituted the "single-most important" factor shaping purchase decisions when it came to alcoholic drinks, fashion, skincare and cosmetics.

The core guidance offered to marketers by the consultancy's report was to guarantee that shoppers remain at the "heart" of their activity, a policy pursued by all "winning" firms.

Achieving genuine differentiation from the competition was also highlighted, alongside developing a meaningful presence at the point of sale, one of the key "occasions" when people may be tempted to switch between products.

Data sourced from Marketing Week; additional content by Warc staff