Brand analysis
Last wave, we reported Dell had posted an all-time high score in the Technology Retail in the US table. This wave it’s done it again, adding +2 wave on wave.
At 61, the brand now sits at joint fifth alongside Walmart and Target.
We’ve seen strong performance for Dell across all four pillars, too. Knowledge & Expertise is up by +3, Speed of Resolving Problems is up by +2 and Style of Communication by +1. Valuing the Customer is where the best performance can be seen, though – up by +4 on its Q2 2025 score.