Amazon has retained the title as Britain’s favourite retailer for the fourth consecutive year, despite the etailer coming under fire in the past year about its low corporate income tax bill.
Its top spot comes as the findings from OC&C’s Strategy Consultants’ Retail Proposition Index, presented yesterday at World Retail Congress in Paris, found that trust in UK retailers has hit a four-year low following the Bangladeshi factory collapse and tax avoidance.
John Lewis, ranked as the Britain’s second favourite retailer, retained its crown as the most trusted retailer, closely followed by Marks & Spencer and Waterstones.
Tom Gladstone, partner at OC&C, said: “Trust plays a critical role for consumers’ overall perception of a retail brand so it’s worrying that trust in retailers has hit a four-year low. The report shows that a focus on CSR or ethical trading alone is not enough to convince UK consumers that a brand is trustworthy – rather, delivery on promise and quality remain prerequisites to winning consumer trust.”
The Proposition Index surveys over 10,000 shoppers across the UK, asking them to rate retailers on a range of measures, including price, range and value for money.