The brand equity and store image for retailers rests on 3 critical factors: Product (range), Price (value), and Service. The dashboard below displays data of 2 retailers in the cosmetics (health & beauty) sector. This dataset consists of customer reviews, along with marketing and social marketing activities, organized in the following manner:
Brand Equity
Page 1 displays a general view of strengths and weaknesses of each retailer based on customer reviews. The key visual features net positive sentiment for every salient brand attribute in retailing.
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Customer experience
Page 2 displays a ratings tracker over time, complete with customer reviews for the best and worst of customer experiences, for each store. This can be benchmarked against particular or all competitors.
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Store Operations
Page 3 displays a grid to identify the best- and worst-performing stores, based on different combinations of brand attributes. It highlights moments-of-truth and service recovery opportunities.
3
Marketing & Social Media
Page 4 displays a marketing funnel based on SEO activities, online visibility, and social media engagement, in relation to competitors. It also highlights online lead generation opportunities.
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Key Attributes for Retailers
For retailers, both brand equity and customer experience share the following attributes:
Product
• Range & assortment
• Stock availability
• Stock integrity
• Product quality
• Product fashion/style
• Service quality
Price
• Value for money
• Sale attractiveness
• Price integrity
Service
• Helpful & friendly staff
• Knowledgeable staff
• Attentive & responsive staff
• Problem-solving
• Fast & seamless transaction
Store
• Presentation & ambience
• Convenient location
• Convenient amenities
Customer Policy
• In-store & online consistency
• Flexible customer policy
• Returns-friendly
