The inaugural RX Performance Index index will provide insight into the modern buying experience and identify the most successful brands and the emotional connections consumers feel post-purchase.

The results are based on a survey of 3,000 UK consumers and overlaid with YouGov brand popularity scores.

Key findings include that Amazon was the highest scoring firm on retail experience, but was less successful at creating an emotional connection with consumers, with M&S in second place, scoring highly on speed of purchase and clarity of information.

Adidas was the brand with the highest performance measures for building an emotional connection with consumers.

Andrew Peake, chief executive at VCCP London, said: “As we continue to evolve our offering at VCCP, it’s evident that brand and retail expertise should be collided – for us and for our clients.

“It’s right that we could be challenging the disconnection between brand and buying.”

VCCP has also made three appointments, including promoting Rob Sellers (pictured left) to head of retail, having previously led VCCP’s retail creative unit.

Before VCCP, Sellers held leadership roles at companies including P&G, Nestle and General Mills, as well as retail integration roles at Volvo and Helly Hansen for Grey.

Stephanie Thomas (pictured centre) has been named business director, having previously been business director, head of retail, at Haygarth.

Prior to that role, Thomas worked for companies including Ogilvy, Leo Burnett and Lowe across European and Middle Eastern markets, and for household brands including Vodafone, Morrisons and Unilever.

Thomas also previously oversaw the McDonald’s retail experience team at The Marketing Store.

Stephen Renou (pictured right) has been hired as head of retail strategy, having previously been strategy director for South Africa at Barrows, where he also held strategy lead roles for UK and Europe and for Asia-Pacific during his nine years at the company.