Customer loyalty falls at Tesco.
Its measures of customer loyalty (the Voltage Measure, which also is a good indication of likelihood of the brand to grow) has dropped significantly since its top position in 2004 to just +0.5 (o is average score) and now ranks 6th. Waitrose has a score of 6.9 followed by M&S at 4.8 and Sainsbury's at 3.4.
According to Peter Walshe, global brand director at Millward Brown who manages the BrandZ study, “Waitrose is maintaining a unique identity that appeals to consumers, while M&S is recovering strongly and Sainbury's is getting its confidence back. The huge decline in customer loyalty for Tesco, at a faster rate than any other British grocery store, is an indication that many consumers are acting on a growing desire to buy quality products whatever the price. Sales of Tesco are doing well despite dropping customer loyalty”, concluded Walshe. “They are still the most popular British supermarket. British consumers like to grumble but often act differently: convenience and location play a big part in their decision to continue to shop at Tesco.”