Best Buy and Barnes & Noble appear to be the troubled US retailers in the best position to survive their current predicaments based on strong consumer consideration to purchase items from these brands next time they are in the market.
Since the beginning of the year, both national chains have been registering well above other distressed retail brands on YouGov BrandIndex’s Consideration score, which measures the likelihood of consumers to purchase the product or service the next time they are in the market.
J.C. Penney, Sears, Office Depot and Radio Shack all fall in the middle of the pack, while lagging behind are Game Stop and Office Max.
Using YouGov BrandIndex’s Buzz score, all of these brands have been down trending in consumer perception over the same period of time, with Barnes & Noble and Sears taking the largest drops. Best Buy and Office Depot have the highest Buzz scores of the group while Radio Shack and Game Stop have the lowest.
Best Buy’s Consideration score has been steady in the 52 – 53 range the first five weeks of the year, with Barnes & Noble close by between 45 and 46.
More than 15 points behind Barnes & Noble is J.C. Penney at around 30, then Sears, Radio Shack and Office Depot bunched together with Consideration scores between 25 and 27.
Office Max currently has a 19 Consideration score, while Game Stop is at 11.
YouGov BrandIndex’s Buzz score is determined from asking respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"