Hotel Chocolat named as the 'most advocated' British brand in the UK
| Luxury British chocolatier and cocoa grower, Hotel Chocolat, has been named as the British brand most likely to be recommended to friends and family in the UK. The research, carried out by Bain & Co surveyed 6,000 British shoppers in June 2011 and covered 350 brands across the shopping spectrum, using Net Promoter® Score (NPS), a common measure of customer loyalty. Overall, Hotel Chocolat placed fourth in the Top 10 Most Advocated Brands and was the only British brand to make the list – finishing behind such illustrious names as Kerastase, Mercedes and Apple iPhone. In the chocolate sector Hotel Chocolat finished in first place. Angus Thirlwell, Hotel Chocolat CEO said, "I'm thrilled that we feature on the list of most advocated brands in the UK – for your customers to recommended you to their friends and family is the greatest accolade a company can hope for. Our entire company ethos revolves around making our customers happy with exciting products and a distinctly British brand – it's great to know that we're on the right track!" |
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| Notes to Editors: Bain & Company, the global business consulting firm (www.bain.com), recently surveyed 6,000 UK shoppers in partnership with The Times. Representative of the UK population, the survey covered shoppers' behaviour across mass, premium and luxury price points in 17 product and services categories. These categories account for almost two thirds of all UK discretionary spending, and include fashion, beauty, food, alcohol, personal technology, restaurants and cars. The Net Promoter® Score (NPS) of a company is a common measure of customer loyalty and is calculated by taking the percentage of customers who are promoters (P) and subtracting the percentage who are detractors (D), based on their response to the 'Ultimate Question:' "How likely is it that you would recommend this company to a friend or a colleague?" Responses are measured on a scale of 0-10; 9 and 10 are promoters, 7 and 8 are passives and 0-6 are detractors. Companies that use the score find a tight link between profitable growth and NPS. Net Promoter® is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld. |
