Since the RPIs from 2018 through 2020 delve deeply and exclusively into what drives the overall RPI ranking, this report will devote much of its real estate to understanding which retailers performed higher on our Covid Momentum Metric, and why. Without further ado, let's look at the top ranked retailers for the 2021 Overall Retailer Preference Index, and which retailers best delivered on customer needs to score highest on our Covid Momentum Metric.
2021 Retailer Preference Index and Covid Momentum Metric Ranking: The First Quartiles (Rank 1 - 14)
Based on a combination of how well-positioned a retailer's customer value proposition is for long-term financial success, emotional bonds with customers and short-term Covid Momentum, the retailers who scored in the First Quartile Overall, with the highest RPI+ Scores are:
This marks the first year that Amazon claims the top spot in our study, jumping from third place to overtake last year's winner, H-E-B. Trader Joe's slides from second to third place, rounding out our top three. Target is our only newcomer to the First Quartile Overall, jumping six spots to move out of the Second Quartile, a spot they occupied the previous three years.
When looking at Amazon's strengths, it is clear why they are first this year. Amazon occupies a clear Price-First position, ranking 11th out of the 56 retailers in our study on Price, ensuring a strong Value Core. They also are second in Speed and first in Digital, two of the most important preference drivers for Covid Momentum.
Due to Amazon's performance on Speed and Digital and its value proposition, it also had the most momentum of any retailer in the market in 2020, scoring highest on our Covid Momentum Metric: