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Prior to its launch, Target was considered fashionable and edgy, but now seen as insincere, unreliable, out of date and superficial, said David Kincaid, managing partner and CEO of Level5, in a news release.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

Redefining the mini-meal

Shoppers looking beyond classic snacks like chips and cookies

Air Miles focuses on storytelling in new video

Campaign turns user-generated content into branded content

Mr. Sub selects Tag Franchise for a brand refresh

The quick-serve submarine chain is ready for change

More 2014 MIAs finalists – shortlist #2

Finalists in the Best Use of Content and Best Use of Digital Channels categories

Digital Day 2014: Mitch Joel and Scott Stratten talk real-time

The social media experts discuss social spontaneity and Carrot Top

Sears Canada names interim CEO

U.S. merchandising exec Ronald Boire takes the helm

First 2014 MIAs shortlist revealed!

This week Marketing will reveal our three MIAs shortlists. Up first: Best Use of Media