Analysis – Decline of Makro was predictable, other retailers at risk too

Makro‘s demise was not unexpected: the brand was worn out, having lost 60 % of its loyal customer base since its peak in 2004. But other retailers are showing similar symptoms of illness…

Well known, not relevant (anymore)

“When you compare Makro to other super- and hypermarkets, consumers consider the brand to be ‘tired’. Makro is a well-established brand that can still count on a certain appreciation, but it lacks distinctiveness.” That is the hard conclusion Johan Hellemans of WPP Belgium bases on data from the Brand Asset Valuator (BAV for short), WPP’s measuring instrument that measures brands on four pillars: differentiation, relevance, appreciation and knowledge.