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Prior to its launch, Target was considered fashionable and edgy, but now seen as insincere, unreliable, out of date and superficial, said David Kincaid, managing partner and CEO of Level5, in a news release.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

Pusateri’s to operate ‘food halls’ in Canadian Saks stores

Retailer to offer specialized sit-down food options and gourmet food products

President’s Choice launches ‘Colourful’ campaign

PC removes artificial flavours and colours from its products

Old El Paso hits home with restaurant-style dinner kits

TV, PR, in-store sampling, online and events support recently-introduced line

Rexall launches ‘Shot for Shot’ program for kids in need

Program will help vaccinate children in northern Uganda

Twitter booth and a VIP Mom keep the buzz going for Target

Retailer gives consumers a behind-the-scenes look during Fashion Week

Tesla’s chief driver of success: masculinity (Column)

Markus Giesler on how-to better understand Tesla's value as a masculinity symbol

Coke replaces CMO as soda sales remain flat

Company vows to continue to work to improve the quality of its marketing

The YouTubers CMOs need to meet

Four made-in-Canada YouTube channels brands should become acquainted with