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Manufacturers rank Asda as best retailer; faith being restored in Tesco

| International retailers

Despite its recent dip in trading, 51% of UK manufacturers rank Asda as the overall top retailer, based on key criteria such as clearest strategy and best buying team, according to the first UK PoweRanking study released by Kantar Retail.

The PoweRanking study reveals those companies identified as best-in-class by their trading partners and what the UK retail industry needs to focus on to improve performance and collaboration.

The report found that manufacturers have faith in Tesco’s return with 74% of manufacturers naming Tesco as the top predicted “power retailer”. Despite Tesco’s recent financial struggles and turbulence in senior management, suppliers think Tesco will be able to recover due to its sheer scale, residual brand equity and legacy of innovation. By contrast, only 15% of manufacturers named Amazon as a predicted “power retailer” in five years’ time.  

Other highlights of the UK PoweRanking study include:

Asda and Aldi were named as the retailers with the clearest company strategy. Asda was commended for using the same clear and consistent strategy and messaging over many years, whilst retaining its focus on value and its target on specific shopper groups, whilst Aldi is commended for its consistent and simple proposition.  

The top retailer to do business with according to manufacturers is Sainsbury’s. The accolade was awarded due to its collaborative nature, ability to build positive working relationships and professional attitude. Manufacturers also rank the retailer highly due to its clear strategies and ability to implement them.

Waitrose is ranked as the top retailer for the best store branding as result of its clear and simple communication, value proposition and brand positioning.  

Tara Benjamin, Principle Consultant at Kantar Retail, commented: “We are delighted to bring this trusted study, now in its 19th year in the US, and its 4th year in China, to the UK and we hope to make this a trusted and respected benchmark for the industry”.
To read Kantar Retail’s 2015 UK PoweRanking Executive Summary - click here.

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