Our 2013 holiday advertising research highlighted how major retailers holiday ads resonated with consumers. The success or failure of a holiday ad is usually a strong indicator of overall company performance. The research focused on advertising campaigns from: Target, Sears, JC Penney, Macy’s and Kohl’s.
Key findings included:
- The average holiday ad only managed to engage and make a brand connection with 6 percent of the population;
- Macy’s scored the best in branding of any retail studied;
- JC Penney enticed shoppers back for holiday deals, but the chain is still in a precarious situation, showing the least loyal customer base of all retailers studied; and
- Sears showed significantly more churn than any other retailer, losing the most customers over the past year.
Read more HERE about additional other findings and how our study was conducted.
