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Prior to its launch, Target was considered fashionable and edgy, but now seen as insincere, unreliable, out of date and superficial, said David Kincaid, managing partner and CEO of Level5, in a news release.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

Sid Lee’s JF Bouchard gives an insider’s guide to C2 Montréal

The ad agency exec talks balancing his day job with an annual event

M&M Food Market to ditch trans fat by the end of 2017

If suppliers fail to meet the deadline certain products will be removed from shelves

Dairy Farmers puts Canadians to bed

Nearly half of Canadians say lack of sleep affects productivity at work

Future Flash: How Domino’s became an innovation company

The restaurant chain's AOR reveals its seven-step approach to creative thinking

On The Move: New hires at National, Narrative, Cue

A weekly update of who's headed where in Canadian marketing and communications

Marketers can now do the math on what agency work is worth

Ad Cost Checker offers database to benchmark fees

Sleeman plots a cross-country tour in support of new brew

The brewer's searching for two brand ambassadors for a cross-country train trip

CPAX reveals top 10 buyers and brands

Transparency bid reveals Canada's big programmatic spenders

NKPR wins MEC and Links of London

Real wins will involve media relations, influencer marketing and store openings