A survey of 2,000 consumers across the UK found saw 28% of respondents claim, of the high street shops, they will spend the most money at M&S. No doubt supplemented by its engaging Mrs Claus marketing campaign, the brand topped John Lewis whose Buster the Boxer work cost an estimated £7m.
M&S was followed by Boots at 25%, John Lewis at 17% and Next at 10%.
Perhaps damning to the ad industry, only 27% thought the TV campaigns influenced their spending decisions.
On what is influencing the purchase processes, 33% said they first browse the wares online, word of mouth followed at 31% and 20% relied on window displays to catch their eye.
Rakhee Jogia, regional director of Rakuten Display Europe at Rakuten Marketing, said: “TV ad campaigns alone are not driving sales. However, when part of a wider digital marketing campaign they can be extremely effective.
“It’s important that brands build interactive formats into their ads that connect broadcast with targeted mobile ads for example. In addition, brands need to be able to measure the impact of TV in the context of the whole path to purchase. The journey to a sale is complex and marketers need sight of how each of their individual channels and campaigns are working together to drive consumers towards a sale.”