John Lewis has been crowned the best UK retail brand at engaging with its customers both offline and online, by a new analysis tool which measures the most important drivers of brand performance in social media and word of mouth conversations.

According to Engagement Labs TotalSocial analysis, John Lewis’ top rank is driven by its strong offline (word of mouth) performance, with exceptionally high sentiment in real-world conversation, strong volumes and high brand sharing performance, which is the sharing of branded content by consumers on social media.

Online scores are also above-average, with the #BusterTheBoxer Christmas ad helping to drive high brand sharing in this channel.

The other top performers include Topshop, Boots, Amazon and Superdrug, although discount chain including Home Bargains and B&M.

Read the full Decision Marketing article, here.

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