Humanization of Technology Drives $339 Billion Brand Value Growth in Second BrandZ Top 75 Most Valuable Global Retail Brands Ranking - Seite 2

Some online providers such as German fashion platform Zalando (no.62), a new entrant to the ranking, also made amazing growth strides as a result of an intent focus on service.

While ecommerce is a key success driver, providing a great customer experience in store is also an important part of the complex retail puzzle. Nike (no.5), and Nordstrom (no.63) are among a host of retail brands launching experiential stores designed to provide closeness to their brands and a more personalized interaction with expert staff. Discount supermarket ALDI (no.19), is shifting its highly standardized store formats towards models, including catering to the 'commuter on the go', that offer greater flexibility for the customer and better fulfil their shopping trip mission.

Graham Staplehurst, Global Strategy Director for BrandZ at Kantar, said: "What the e-commerce players have capitalized on so successfully is the importance of the human touch to online retail.  Access to unprecedented computing power and near limitless data as well as artificial intelligence and visual and voice technology interfaces gives retailers and brands the ability to absorb and process vast amounts of information but in a way that puts the shopping experience firmly back in the human domain."

The BrandZ Top 10 Most Valuable Retail Brands 2019

Rank 2019	Brand	Brand value 2019 ($bn)	Category	Rank 2018
1	Amazon	315.5	Retail	1
2	Alibaba	131.2	Retail	3
3	McDonald's	130.4	Fast Food