September 22nd, 2020, Imran Ahmed
The consumer retail giant becomes the brand with the most loyal customers in the country
YouGov Customer Loyalty Rankings 2020 reveal that Carrefour has replaced Facebook as the brand with the most loyal customers in Egypt, as measured by reconsideration scores amongst customers of the brand, with a Loyalty score of 79.3.
YouGov BrandIndex measures the public’s perception of brands on a daily basis across a range of metrics. The Customer Loyalty rankings are compiled using the Consideration score amongst the brands’ own Current Customers.
Amongst the top 10 brands, Facebook has moved down one spot to second while Google has moved up to third from fifth, although their actual Loyalty scores remain stable compared to last year.
The biggest movers within the top 10 brands were Dettol, up from thirteenth to sixth, and the National Bank of Egypt, which has made an entry into the top 10 rankings this year, at ninth.
Another brand that has maintained strong loyalty amidst the pandemic is the iPhone. The smartphone giant continues to hold the tenth spot in the 2020 rankings.
As malls remained closed for an extended period due to the Coronavirus outbreak, footfall in leisure venues such as City Centre Alexandria and the Cairo Festival City dropped, affecting their loyalty among customers. Both have moved down in the Loyalty rankings this year, to seventh and eighth, respectively.
YouGov BrandIndex has also released the ten “most improved” brands of the past year- brands that have registered the largest improvement to their Loyalty score, as measured by reconsideration rates, in the past year. Jumia.com is the “most improved” brands of the past year, with a rise of +12.5 points to its Loyalty score.
Along with Jumia.com, two other leading E-commerce players, Souq.com and Noon.com also appear in the list of improvers (with a change in score of +10.4 and +7.1, respectively), reflecting the rising engagement with e-commerce platforms during the ongoing health crisis.
Majid Al Futtaim is the third most improved brand, with a rise of +9.4 points to its Loyalty score.
The list of top 10 improvers this year shows a heavy dominance of food & beverage brands. Tiger (change in score of +6.6), KFC (+5.7), Mountain Dew (+5.7), Maggi (+5.6), Heinz (+5.5) and Juhayna (+5.2), make an appearance in the list of top 10 improvers, highlighting the role of familiar consumer brands in comforting the customers in these unprecedented times.
Methodology
The 397 brands in YouGov BrandIndex were ranked using the Consideration score amongst the brands’ own Current Customers. By looking at what proportion of a brand’s own customers would consider their own brand the next time they are in the market, we can understand how loyal a brand’s customers are.
The Loyalty Rankings show the brands with the highest Consideration score amongst their own customers between September 1, 2019 and August 31, 2020. The Loyalty Improvers chart ranks the brands with the highest increase in Consideration amongst own customers, comparing the scores for this year and the prior 12 month period (September 1, 2018 and August 31, 2019). To be included, the year over year variance must be positive.
All Loyalty scores listed have been rounded to a single decimal place, however, we have used additional precision to assign ranks.
All brands must be tracked for at least 6 months to be included in the rankings, and must have been tracked for at least 6 months in the prior year’s period (as well as being currently tracked) to appear in the movers tables.