Close
 

Ipsos names NZ’s most influential companies: Trade Me, The Warehouse, Briscoes among the victorious

  • News
  • May 19, 2015
  • Elly Strang
Ipsos names NZ’s most influential companies: Trade Me, The Warehouse, Briscoes among the victorious
The 100 brands included in the survey.

The survey had 1000 adult New Zealand residents fill out an online survey.

Each respondent was randomly given 10 brands from a list of 100 international and national brands that were chosen by Ipsos.

They had to evaluate them with five key factors – leading edge, engagement, trustworthiness, citizenship and presence.

Ipsos says the deciding factors for what makes a retail brand influential in New Zealand are people’s trust and engagement in the company, as well as being innovative and different from the crowd.

This is what Ipsos had to say about the top three retailers:

1. Trade Me:

The largest force behind Trade Me’s influence is the trust that people have in the brand. Trade Me…

  • Has a strong future
  • Is a brand people use today
  • Is a brand people highly recommend
  • Is a brand people have confidence in
  • Understands consumers’ needs

2. The Warehouse:

The largest force behind The Warehouse’s influence is the perceived presence of the brand. The Warehouse…

  • Is established
  • Is seen everywhere
  • Advertises a lot
  • Is commonly used

3. Briscoes:

The largest force behind Briscoes’ influence is the trust that people have in the brand. Briscoes…

  • Is a brand people are currently using
  • Understands consumers’ needs
  • Is dependable
  • Is a brand people highly recommend
  • Is a brand people have confidence in

The rest of the list of retail influencers:

4. Amazon
5. Farmers
6. Kmart
7. Noel Leeming
8. Nike
9. Kathmandu
10. Harvey Norman
11. Mighty Ape
12. Whitcoulls
13. Fishpond
14. Ezibuy
15 Torpedo7
16. Icebreaker

Head of planning at advertising agency FCB, David Thomason, says Trade Me would be very clear about its purpose and philosophy to customers, which is why it snagged the top spot.

“What modern brands have learnt over recent years is to articulate your brand in terms of what your doing for people – their brand purpose,” Thomason says.

“I think increasingly in a digital world those brands that understand that are going to come to the fore.”

There was a lot of love for tech and New Zealand companies in the overall top 15.

Tech and internet heavyweights dominated, with seven of the top 15 places taken up by the likes of Microsoft and YouTube.

New Zealand brands held strong in retail, with the exception of Kmart, Nike and Amazon.

Thomason says this is because Kiwis like brands from their own country to win.

“Also, a New Zealand brand has a better understanding of what New Zealanders want.”

He says some of the omissions were interesting, as Mitre 10 and supermarkets like New World, Pak’n Save and Countdown were left out of the survey.

“Mitre 10 consistently comes up as one of the most trusted brands according to Reader’s Digest, it seems strange it didn’t include it in the brands assessed,” Thomason says.

“Supermarkets would score high on presence and trustworthiness as people engage with them in their lives a lot compared to other brands.”

Ipsos research director Jonathan Dodd says the survey’s point of difference is it asked a lot of questions (57, to be exact) and measures influence in behavioural changes.

"The key thing is that this measure isn’t any of the more common yet insubstantial ones that measure intangibles (trust, likelihood to recommend, familiarity, etc), which frequently have little to do with actual usage," says Dodd.

"Our measure looks at the impact these brands have in our everyday lives... It's about behaviour." 

Research director Nicola Legge says, "Influence is not as simple as one might believe. From the public’s perspective, there are many angles to influence that make it complex and multi-dimensional.

“In order for a brand to exert influence it needs to impact or change the way people shop, think, act or behave. It needs to become a fundamental part of life, shape consumer’s wants and needs and help consumers get through their day.”

Thomason says he’s waiting to see how top placings change in the coming years, seeing as this is the first time Ipsos has done the survey in New Zealand.

“What will be most interesting is how it tracks from year to year,” Thomason says.

“If they started a while ago you would’ve seen a big change in online brands moving up, so it’ll be interesting to see what moves around.”

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Kiwi Property makes $138m net profit for the year

  • News
  • May 21, 2019
  • Radio New Zealand
Kiwi Property makes $138m net profit for the year

Kiwi Property has reported a strong full year underlying profit, as it continues to reinvest in its Auckland retail and office properties.

Read more
 
 

Thankyou’s latest campaign combines scent and charity work

  • News
  • May 21, 2019
  • StopPress Team
Thankyou’s latest campaign combines scent and charity work

Australian charity product organisation Thankyou has launched its latest Kiwi campaign, combining that fact that 100 percent of its profit goes towards helping end global poverty with its use of perfume-grade botanical oils in its products.

Read more
 
 

From edible insects to beautiful homeware: Made of Tomorrow’s co-founder talks its new venture

  • Design
  • May 21, 2019
  • Idealog
From edible insects to beautiful homeware: Made of Tomorrow’s co-founder talks its new venture

Most people would be in agreement that bugs, planters and room dividers don’t have much in common, but Matt Genefaas and Dan Craig would beg to differ. The two juggle running an edible insect company, Crawlers, as well as a homeware company, Made of Tomorrow. Genefaas has a chat about what the new furniture range, Space Between, was inspired by, as well as how him and Craig spend their days in slashie roles moving between pushing dried insects to the world, as well as polished mirrors and space dividers.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Why is the next generation so anxious? Here's how young founders can avoid burn-out

  • Opinion
  • May 21, 2019
  • Jennifer Young
Why is the next generation so anxious? Here's how young founders can avoid burn-out

There may be good reason to be concerned about our young entrepreneurs. Millennials and Generation Z have been labelled generation burn-out, generation snowflake and described as narcissistic, entitled, tech-dependent and fragile. They’re also oversaturated with headlines about the raft of issues like climate change they have to tackle, plus concerns about the impact of technology and social media on their mental health. Jennifer Young explores possible reasons why the younger generation is so anxious, as well as what young founders can do to avoid burn-out.

Read more
 
 

Vodafone NZ sold to private investors for $3.4b

  • News
  • May 21, 2019
  • Radio New Zealand
Vodafone NZ sold to private investors for $3.4b

Infrastructure investor Infratil is teaming up with a Canadian investment firm to buy the local operations of Vodafone for $3.4 billion.

Read more
 

Readings present revised plan for Courtenay Central

  • Property
  • May 16, 2019
  • Radio New Zealand
Readings present revised plan for Courtenay Central

The company that owns Courtenay Central in Wellington says it has big plans for redeveloping the complex - which is closed due to earthquake risks.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}