In today’s competitive landscape, companies are always seeking ways to enhance employee engagement, strengthen customer loyalty, and boost brand image. One often-overlooked tool in achieving these goals is branded merchandise. A recent study conducted by Sapience & University Brussels in collaboration with Sunday and the Belgian National Railway Company (NMBS) offers compelling evidence of the significant impact that well-designed merchandise can have on both employees and external customers.
Background and Objectives
Sunday, a marketing company specializing in the design, creation, and logistical management of merchandise, partnered with NMBS to quantify the effects of branded merchandise. The primary objectives of this study were to measure the scientific impact of merchandise and conduct an analysis and impact assessment on key indicators such as:
- Employee engagement and satisfaction within NMBS (HR benefits)
- Customer perception and brand image among NMBS fans and external receivers (Marketing benefits)
The study aimed to provide concrete data to support the belief that merchandise can create strong brand ambassadors both within and outside the organization.
Research Methodology
The research was conducted via an online survey distributed to approximately 1,600 individuals who had received NMBS merchandise in 2022. The survey focused on several key areas:
- Wearability & usage behavior of the NMBS merchandise.
- HR KPIs related to employee engagement and satisfaction.
- Marketing KPIs concerning brand perception and customer loyalty.
- Demographic profiling of the respondents.
Key Insights from the Study
The study revealed several important findings that highlight the scientific impact of branded merchandise:
- Increased visibility and positive word-of-mouth NMBS merchandise strongly catches the eye and generates significant positive word-of-mouth.
8 out of 10 respondents reported being addressed by others when wearing NMBS clothing, with nearly 94% of these interactions being positive.
For every person who receives merchandise, an additional 1.6 to 3.2 people are reached through these interactions.
- Enhanced Employee Engagement and Satisfaction Employees who received NMBS fashion exhibited higher levels of engagement and satisfaction compared to the general NMBS workforce.
The study found that employees who wore branded, visible clothing (e.g., items with the NMBS logo) had even higher engagement scores, particularly in terms of ambassadorship.
The act of wearing merchandise seemed to reinforce a positive connection with the company, leading to a more motivated and engaged workforce.
- Positive Impact on Brand Image External receivers of NMBS fashion also reported a more favorable image of the brand, reflected in a higher Net Promoter Score (NPS), indicating a significant scientific impact.
Significant improvements were noted in perceptions of NMBS’s sympathy, trustworthiness, expertise, and openness among those who wore the branded clothing, demonstrating the underlying science of brand perception.
The impact was especially strong among receivers who had already worn the clothing, further emphasizing the importance of usage in driving brand loyalty.
Conclusion scientific impact
This exploratory study demonstrates the powerful ambassadorship effect that merchandise can have on both employees and external customers. The findings suggest that branded merchandise not only enhances employee satisfaction and engagement but also positively influences how external audiences perceive the brand, contributing to a measurable scientific impact. Key takeaways include:
- Merchandise can serve as a valuable tool for increasing brand visibility and generating positive word-of-mouth.
- Employees who wear branded clothing are more likely to feel engaged and act as ambassadors for the company.
- External customers who receive and wear merchandise tend to have a more favorable view of the brand, leading to higher customer loyalty.
