There is theHerbolarium which is the overall winner, but there are also Esselunga, Pandora, Intimissimi, Feltrinelli Librerie and many others who have won recognition for Best Sign 2024. Result of the investigation promoted by Wide Consumption and made by Ipsossupported by the retail community and supported by trade associations, the 4th edition he identified the best retailers for each sector through parameters that identify the quality of the signs perceived by customers.
In detail, 6000 interviews were carried out, 124 were the most relevant brands at a national level and over 90 experience evaluation parameters, which cover functional aspects of the relationship and aspects of the emotional relationship with the brands as a whole: offer, point of sale, service , sales staff and customer experience. Awards were thus assigned for the 24 product categories and 7 special awards.
L’Erbolario, an Italian company specializing in natural cosmetic and beauty products, has been declared winner Absolute best sign 2024the brand most loved by consumers, as well as Best Sign 2024 in the Herbalist category. Among the many awards are those of Esselunga for Hypermarkets and Superstores, Geox for Footwear, Lidl for Discount Stores, Pandora for Jewellery, Intimissimi for Underwear, Roadhouse Restaurant for Served Catering, Feltrinelli Librerie for Bookshops, Tigotà for Drugstores and Unieuro for Appliances and Electronics. Special recognitions to Glovo, defined as Best Delivery, Amazon, Best Online Retailer and Zalando, Best Online Fashion. “Best Brand 2024, beyond the awards given, is mainly a way to provide insights and work tools that allow managers to make important decisions for the future of their brand,” he explains Armando Garoscidirector of Largo Consumo.
Research data clearly shows that functional satisfaction is not enough to establish a solid relationship with customers. The signs most appreciated by consumers are in fact those that do more guarantee a satisfactory purchasing experiencebut I am also capable of involve consumers on the emotional sphere with correctness and simplification. There relationship between consumers and brands is increasingly human and personal: starts from equity and ends with centrality, passing through sharing one’s vision.
From this year the survey has been enriched to further explore the aspects of omnichannel, technological innovation and communication, increasingly current and relevant topics for consumers. On these aspects, as well as on sustainability and the personalization of experiences, consumers recognize the growing commitment of brands, but there is still a long way to go. “Migliore Insegna is a point of reference for understanding the sentiment of the Italian retail sector, using a solid and rigorous tool from a methodological point of view. The depth of investigation and the applied research framework allow for a 360° representation of the relationship between retailer and customer from an omnichannel perspective – declares Ipsos – The results of the investigation are also placed within the socio-economic context of each edition, in order to give a multidimensional interpretation to the phenomena investigated”.