Amazon and Sephora among Canada's most trusted retailers

By

Jennifer Braun

Published
Jul 19, 2018

Market research firm BrandSpark International announced on Tuesday the winners of the 2018 BrandSpark Most Trusted Awards for retailers across Canada. Among a number of retailers, Amazon, Hudson’s Bay and Sephora were hailed as the most trusted brands. 

 
Among e-commerce retailers, in the women’s clothing and fashion retail category, Hudson’s Bay, along with Old Navy and Pennington's, were named the most trusted brands, while in the men’s clothing category, Amazon and Hudson’s Bay tied. 
 
In the shoe and footwear category, Hudson’s Bay was again named, while in the beauty and cosmetics category Sephora took the number one spot.

Amazon has clearly become a favourite to Canadian consumers, while specialised retailers have also managed to make their mark, explained Philip Scrutton, VP of Consumer Insights at BrandSpark.
 
"In November 2016, 11 percent of the Canadian population had an Amazon Prime membership. As of last month, that number had risen to 1 in 4 Canadians, even before the bulk of Amazon's 2018 Prime Day communication. In comparison, over 50 percent of households in the United States hold a Prime membership, which may be a sign of where things are heading for Amazon in Canada."
 
"If other retailers want to catch up with Amazon in their category, they need to stay top-of-mind as their customers move online, and deliver the online browsing experience, selection, value, and service required to be shoppers' go-to destination in the category," added Robert Levy, President of BrandSpark International.
 
Meanwhile, in the brick-and-mortar category, Winners, Walmart and Reitmans tied as the most trusted retailers in the women’s clothing and fashion retail category, while Mark's won in the men’s clothing category. Shoppers Drug Mart took out the beauty and cosmetics segment, an in the shoe and footwear category, Hudson’s Bay was again named. 
 
The results were based on the annual BrandSpark Canadian Shopper Study. More than 5,000 respondents were surveyed online. 
 
BrandSpark International is a leading brand, marketing and product innovation research company.