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Brand rankingS REPORT

Relationship Marketing Trends

In today’s market, where consumer expectations are at an all-time high, brands that excel in relationship marketing are rising to the top. Consumers favor brands that offer personalized experiences. Yet, loyalty remains a significant challenge, with scores lagging behind other indicators, highlighting the difficulty of building deep customer connections.

 

Top-performing brands set the trends, enhancing customer experience through gamification, personalized messaging, and distinctive loyalty programs. Our research shows that nearly 7 in 10 consumers are willing to pay more for brands they’re loyal to, emphasizing that customer loyalty is not just important but essential.

 

Our report examines how consumers rank 200 brands on:

 

  • Personalization
  • Omnichannel experiences
  • Trust
  • Loyalty

 

View brand rankings
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2024 Relationship Marketing Brand Rankings

Rank Brand Total Personalization Omnichannel Loyalty Trust
1 Walmart 78.59 77.59 81.17 79.97 75.63
2 Sam’s Club 76.58 74.78 78.88 74.77 77.9
3 CVS Pharmacy 76.11 73.97 77.63 74.47 78.36
4 Bank of America 76.09 75.13 78.52 74.64 76.06
5 Blue Cross Blue Shield 76.06 74.84 78.03 73.65 77.73
6 Boots 75.98 74.08 77.42 73.85 78.56
7 Capital One Financial 75.88 74.84 79.27 72.62 76.8
8 Disney 75.5 73.93 78.58 73.8 75.71
9 Chewy 75.37 76.44 75.79 73.25 76.01
10 Adidas 75.33 75.66 76.04 74.16 75.48
11 PetSmart 74.93 74.09 75.4 74.56 75.65
12 John Lewis 74.88 73.2 75.87 72.66 77.77
13 Home Depot 74.76 71.73 77.76 72.94 76.59
14 McDonald's 74.58 74.52 77.28 74.3 72.23
15 Nando's 74.11 74.17 73.46 72.88 75.94
16 Dick's Sporting Goods 74.06 72.81 76.72 71.23 75.5
17 Macy's 73.95 73.24 77.12 72.33 73.13
18 Chick-fil-A 73.95 74.05 75.17 73.41 73.16
19 AutoZone 73.87 71.72 74.78 73.81 75.18
20 Olive Garden 73.77 73.97 73.96 73.61 73.54
21 Wells Fargo 73.75 72.12 76.38 70.82 75.67
22 JPMorgan Chase & Co. 73.67 74 73.59 70.9 76.19
23 Starbucks 73.63 74.66 74.4 72.36 73.09
24 Publix 73.6 72.11 75.19 71.69 75.44
25 Academy Sports & Outdoors 73.43 72.71 74.78 72.01 74.2
26 Brand 73.4 73.03 74.03 74.1 72.43
27 Texas Roadhouse 73.37 73.51 73.46 73.85 72.66
28 Ulta Beauty 73.32 73.92 74.49 72.06 72.8
29 Kohl's 73.31 71.79 76.48 72.4 72.57
30 Applebee's Restaurants 73.2 73 74.41 72.74 72.65
31 O’Reilly Automotive 73.18 73.47 73.12 72.7 73.44
32 The Cheesecake Factory 73.02 73.41 74.03 71.57 73.07
33 Buffalo Wild Wings 73.01 73.77 75.14 71.87 71.29
34 Specsavers 72.93 71.9 74.24 69.66 75.94
35 Taco Bell 72.88 73.24 74.17 71.94 72.16
36 Next Group 72.85 71.35 74.07 71.39 74.57
37 J.C. Penney 72.84 73.14 73.75 71.18 73.29
38 Dave & Buster's 72.79 73.63 73.98 70.89 72.65
39 Krispy Kreme 72.77 71.05 74.72 71.19 74.11
40 Crumbl Cookies 72.71 73.77 72.82 71.32 72.93
41 Cracker Barrel 72.7 71.68 74.42 70.82 73.89
42 BJ's Wholesale Club 72.65 72.2 74.31 70.31 73.78
43 Calvin Klein 72.63 73.7 72.81 70.19 73.83
44 GameStop 72.62 71.97 74.03 72.65 71.82
45 Guitar Center 72.54 72.95 71.55 72.64 73.03
46 Under Armour 72.53 71.93 73.29 70.6 74.29
47 H&M 72.52 72 74.79 70.58 72.7
48 In-N-Out Burgers 72.52 73.75 72.88 70.97 72.46
49 Primark 72.51 71.49 72.19 73.87 72.49
50 Whataburger 72.45 72.76 71.91 72.09 73.03
51 Domino's Pizza 72.37 72.26 75.44 70.3 71.47
52 The Co-operative Group 72.27 69.81 73.28 70.37 75.63
53 Trader Joe's 72.21 70.61 73.13 72.36 72.75
54 Decathlon 72.21 74.26 74.25 69.47 70.85
55 Ted Baker 72.15 70.61 72.73 72.65 72.61
56 Hobby Lobby 72.13 71.97 73.04 70.65 72.85
57 UnitedHealth Group 72 70.98 72.76 69.56 74.69
58 Aviva PLC 71.95 72.12 72.89 69.71 73.09
59 Advance Auto Parts 71.92 72.66 73.96 68.93 72.11
60 Subway 71.91 72.22 74.37 69.82 71.23
61 Holland and Barrett 71.89 70.93 73.11 69.43 74.1
62 Winn-Dixie 71.78 70 73.7 70.56 72.85
63 Pandora Jewelry 71.76 72.52 72.48 68.51 73.51
64 KFC 71.73 70.81 73.59 71.2 71.32
65 Levi Strauss 71.7 71.28 74.09 69.69 71.73
66 Giant Food 71.61 71.46 71.57 70.64 72.78
67 Raising Cane's 71.61 70.6 74.37 70.15 71.32
68 Michaels Stores 71.61 70.39 74.95 68.62 72.47
69 Burger King 71.54 70.95 73.61 70.8 70.81
70 Harbor Freight Tools 71.46 69.78 73.91 69.4 72.74
71 HEB 71.44 72.31 72.24 69.65 71.57
72 Dillard's 71.42 72.27 70.82 70.17 72.41
73 TK Maxx 71.4 69.49 72.49 70.58 73.04
74 TSB Bank 71.35 71.58 72.21 67.48 74.11
75 Giant Eagle 71.34 71.01 73 71.31 70.04
76 Victoria's Secret 71.3 72.86 72.16 69.47 70.71
77 Marco's Pizza 71.19 71.08 73.04 68.91 71.74
78 Dunkin' Brands 71.19 71.82 72.17 69.19 71.57
79 Marriott International 71.15 70.17 72.47 68.57 73.38
80 Metro Bank 71.13 70.99 71.67 69.43 72.42
81 True Value 71.07 70.08 71 72.55 70.66
82 Tommy Hilfiger 71.01 72.42 74.34 66.67 70.61
83 Ashley Home Furniture 70.99 69.68 73.67 68.55 72.07
84 Noodles & Company 70.97 70.71 73.23 69.3 70.66
85 Albertsons 70.94 70.92 71.14 70.3 71.38
86 Panda Inn 70.9 71.28 72.28 69.82 70.22
87 IHG Hotels & Resorts 70.85 71.34 72.83 68.35 70.86
88 Jimmy John's 70.8 70.14 73.63 67.92 71.5
89 Dutch Bros. Coffee 70.74 70.63 70.92 69.65 71.75
90 First Direct 70.69 70.57 71.89 66.81 73.49
91 Skechers 70.57 68.96 71.64 68.95 72.74
92 Popeyes 70.52 71.84 70.38 70 69.87
93 Burlington Coat Factory 70.43 70.12 71.25 67.24 73.12
94 Sprouts Farmers Market 70.4 69.83 70.28 69.66 71.83
95 Red Robin 70.4 70.11 70.46 69.71 71.3
96 Culver's 70.39 70.68 72.06 68.65 70.18
97 Carhartt 70.39 71.07 71.77 67.22 71.5
98 River Island 70.36 69.34 70.27 68.45 73.36
99 New York Life Insurance 70.35 70.4 71.42 67.06 72.52
100 Gap 70.32 69.61 72.07 69.07 70.52
101 Optum Rx 70.25 70.39 71.8 67.62 71.21
102 Humana 70.14 70.24 71.91 66.35 72.05
103 HBO 70.1 70.1 71.34 69.03 69.93
104 Michael Kors 70.06 71.4 69.63 68.51 70.7
105 Arby's 69.98 69.55 72.16 68.26 69.94
106 BBC 69.98 68.7 71.71 68.29 71.21
107 Panda Express 69.94 68.97 73.61 66.89 70.31
108 PNC Financial Services Group 69.94 68.39 70.87 68.1 72.41
109 Prada 69.94 70.44 71.23 68.39 69.7
110 Space NK 69.93 69.81 70.69 68.86 70.37
111 Mountain Warehouse 69.9 68.38 71.24 67.77 72.21
112 Coventry Building Society 69.86 69.91 70.73 67.55 71.26
113 SHEIN 69.79 71.74 73.76 68.65 65.02
114 Columbia 69.71 69.77 71.07 67.96 70.03
115 United Airlines 69.69 70.14 70.93 67.79 69.89
116 Carter's 69.68 70.95 71.6 65.86 70.3
117 Mattress Firm 69.65 69.52 70.82 67.25 71.01
118 The Guardian 69.47 68.55 70.79 67.43 71.11
119 Russell & Bromley 69.45 69.98 70.51 67.34 69.98
120 Wendy's Company 69.41 69.31 71.36 69.3 67.67
121 Panera Bread 69.4 70.69 69.77 67.26 69.87
122 Hungry Howie's Pizza 69.4 69 70.39 67.86 70.35
123 Truist 69.35 69.03 71.19 64.97 72.21
124 Little Caesars 69.32 70.81 70.16 67.3 69.01
125 Micro Center 69.26 70.2 70.69 66.53 69.62
126 Financial Times 69.2 67.98 72.33 66.12 70.37
127 Jewel-Osco 69.08 67.3 70.08 68.33 70.59
128 Hilton Grand Vacations 69.06 70.47 69.71 65.64 70.4
129 Fnac Darty 69.04 70.44 71.68 66.5 67.53
130 GNC 68.96 70.13 70.42 66.37 68.93
131 On The Border 68.93 69.18 71.6 66.67 68.28
132 Papa John's 68.89 68.6 70.79 67.5 68.66
133 Synchrony Bank 68.83 68.77 69.73 65.3 71.51
134 Southwest Airlines 68.82 69.35 69.57 66.27 70.09
135 The Works Stores 68.78 67.95 70.33 66.43 70.4
136 Lionsgate 68.73 67.81 70.65 66.51 69.93
137 Dunnes Stores 68.71 69.3 69.51 66.62 69.4
138 Delta Air Lines 68.68 69.89 68.48 66.44 69.89
139 Hard Rock Cafe 68.65 69.18 70.2 66.34 68.87
140 MetLife 68.51 67.73 69.62 66.64 70.06
141 Majestic Wine 68.42 68.01 69.01 65.92 70.76
142 ROSS STORES 68.4 69.97 70.3 65.44 67.89
143 Royal Caribbean 68.38 68.11 70.93 64.64 69.83
144 Del Taco 68.38 68.94 68.79 67.14 68.63
145 Farfetch 68.34 69.68 68.98 65.76 68.94
146 Northwest Bank 68.26 70.36 67.33 65.06 70.27
147 TGI Fridays 68.25 68.03 69.58 65.77 69.64
148 Qatar Airways 68.14 69.71 69.63 64.4 68.82
149 LoanDepot 68.14 67.64 69.92 68.22 66.77
150 Donatos 68.1 67.57 67.79 66.75 70.31
151 Admiral Group 68.1 66.67 68.47 66.53 70.74
152 Princess Cruise Lines 68.07 68.99 70.98 64.45 67.86
153 Direct Line Group 67.97 68.44 68.56 64.69 70.18
154 Telegraph Media Group 67.96 67.79 71.02 64.97 68.07
155 Cultura 67.94 69.36 70.13 64.49 67.78
156 AMC Networks 67.88 68.82 70.94 64.44 67.33
157 Autotrader 67.82 68.03 69.29 64.46 69.5
158 Urban Outfitters 67.74 68.51 69.66 65.91 66.89
159 Hyatt International 67.64 67.99 70.25 65.59 66.74
160 Wayfair 67.61 69.19 69.46 64.05 67.75
161 Aon PLC 67.52 67.88 67.85 64.48 69.87
162 Helzberg Diamonds 67.46 68.87 69.88 64.31 66.77
163 Wyndham 67.23 66.49 68.19 64.65 69.57
164 MGM Resorts International 66.97 69.2 67.56 64.4 66.72
165 TIAA Bank 66.89 67.59 67.07 65.17 67.75
166 Petit Bateau 66.7 68.55 68.14 63.52 66.58
167 ONEY 66.68 69.34 68.66 63.38 65.33
168 Groupama 66.66 69.25 68.73 61.89 66.77
169 Ouest-France 66.58 67.03 68.24 64.12 66.93
170 Crédit Mutuel Arkéa 66.56 67.78 68.51 63.44 66.5
171 Diamond Resorts 66.51 67.07 66.98 64.55 67.44
172 Bobbi Brown 66.45 67.84 65.7 64.52 67.75
173 Hershey Entertainment & Resorts 66.37 67.08 66.64 66.45 65.31
174 Liberty Media 66.3 68.62 67.14 64.59 64.86
175 Scheels 66.06 64.87 68.25 64.38 66.71
176 Fleet Feet 66.04 66.34 66.1 66.34 65.38
177 SkyWest Airlines 65.91 67.41 67.99 62.21 66.04
178 Beau Rivage 65.88 68.12 67.63 63.57 64.19
179 Host Hotels & Resorts 65.81 64.96 66.44 63.66 68.16
180 Tapestry 65.79 65.45 67.5 62.89 67.32
181 Oxford University Press 65.77 68.31 66.77 62.54 65.47
182 GMF 65.7 67.24 67.12 62.23 66.19
183 TIME 65.61 65.18 70.18 62.78 64.3
184 CAVA 65.57 66 65.8 64.58 65.91
185 Relais & Chateaux 65.57 68.11 66.41 62.93 64.84
186 White Cap 65.55 65.63 66.4 65.02 65.17
187 Assurant 65.53 65.55 66.99 63.44 66.15
188 Carnival Cruises 65.39 66.03 67.48 61.86 66.18
189 Rakuten 64.94 64.86 68.5 59.94 66.44
190 Inter Mutuelles Assistance 64.84 67.19 65.57 62.08 64.53
191 J. Crew 64.62 65.13 66.64 62.32 64.41
192 Publishers Clearing House (PCH) 64.59 64.98 69.08 61.44 62.85
193 P.F. Chang's 64.57 64.39 66.9 63.13 63.87
194 Brittany Ferries 64.53 67.34 66.27 61.33 63.18
195 The Washington Post 64.44 65.59 67.03 62.85 62.3
196 Belambra 64.42 67.76 65.73 61.11 63.11
197 Les Echos 64.41 65.33 66.3 61.79 64.21
198 Spirit Airlines 64.37 65.69 65.54 61.19 65.06
199 Wynn Resorts 64.03 64.63 66.08 61.52 63.9
200 LATAM Airlines 63.26 64.03 63.82 61.84 63.35
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Marigold, the Holistic Solution for Relationship Marketing

We bring together deep expertise across email, SMS, loyalty programs, zero-party data acquisition, and beyond. 

 

The Marigold portfolio unites the power of Campaign Monitor, Cheetah Digital, Emma, Sailthru, Selligent, Liveclicker, and Vuture to deliver exceptional results for marketers under one banner.  

 

Our mission is simple: we help you find your people, get to know them, and make them superfans. Because that’s what relationship marketing is all about.