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.


Trust the process: Is there still a place for liquor licensing trusts?

Liquor licensing trusts are a unique corner of the retail market, but is the model still relevant in our fast-changing business environment? Sarah Dunn weighs ...

Sponsored content

Recruitment with a fresh frame of mind

Frame Retail is the recruitment agency with an eye for fashion retail.


Kathmandu becomes Australia and New Zealand’s largest B Corp business

  • News
  • September 11, 2019
  • The Register
Kathmandu becomes Australia and New Zealand’s largest B Corp business

Listed outdoor goods retailer Kathmandu has secured B Corp accreditation, making it the largest business of its kind to have done so in Australia and New Zealand.

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.

Concept to closet
Business coverage of New Zealand Fashion Week.
Regional rollercoaster
What does retail look like in 2019 for ...
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 ...
The future is bright
We spoke with four retailers in their twenties ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
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 ...
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 ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Chinese ecommerce retailer Aomaijia shows it’s serious about Australasia

  • News
  • September 11, 2019
  • Sarah Dunn
 Chinese ecommerce retailer Aomaijia shows it’s serious about Australasia

One of China’s fastest-growing ecommerce businesses, Aomaijia, has launched its first Australasian offices in Sydney. This will enable it to source products from Australia and New Zealand to sell to its 30 million Chinese shoppers.

Read more

Retail giant Nido has launched stage one

  • News
  • September 10, 2019
  • The Register
Retail giant Nido has launched stage one

Currently under construction in Henderson is Nido: A $60 million homegrown furniture and homewares concept store that’s expected to span 27,000 square metres. While the main store is still approximately three months from opening, Nido has launched its commercial furniture interiors division, which is named Nido@work.

Read more

A journey to bricks and mortar: Two years on with Nisa

  • News
  • September 10, 2019
  • Hemma Vara
A journey to bricks and mortar: Two years on with Nisa

We talk to Elisha Watson, founder of social enterprise Nisa, about Nisa’s growth from online to an established store in Wellington. Nisa’s mission is to employ and empower women from refugee backgrounds.

Read more
Next page
Results for
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.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit