Best Buy’s US brand loyalty levels have been rising since Labor Day, likely riding a wave of back to school sales, but those gains may be hard to maintain if the recent past is any indication, and the longer term trend for the brand has been negative.
Best Buy’s perception in 2012 includes two other periods of elevated Recommend scores, and a consistently higher Recommend score than an index of peer retailers. That said, scores have been on a general decline since mid-2010.
While Best Buy has stayed ahead of the loyalty score average for its competitive set – including Costco, GameStop, RadioShack, Sam’s Club, Sears, Target and Wal-Mart – this past year has continued the negative trend
Best Buy and its competitive set were measured with YouGov BrandIndex’s Willingness to Recommend score, which asks "Would you recommend the brand to a friend?" All results are for adults 18+.
In 2012 the brand began the year at a 38 score, and did drive recommendation improvements around President’s Day in February (45) and June’s graduation gift time (44). Between those dates, Best Buy’s recommendation score retreated, reaching a score of 32 in May. After the early summer peak, the score also returned to 33.
Since Labor Day, Best Buy has bounced back to a 35 recommendation score, while the competitive set average is currently at 29.
Best Buy Recommend Scores v. Competitors in 2012
Best Buy Recommend Scores V. Competitors since 2008
