Hardly any online contractors or other companies are doing customer-focused branding well, one expert has claimed.

Suzy Radcliffe, retail strategist at Wolff Olins, said many businesses do not seize on the opportunity to improve their brand through customer experience.

"Any organisation that started to obsess over this part of the customer journey would see a lot of potential benefits," she explained, adding that right now the market is "wide open".

Due to the advent of social media, it is very easy to now be heard by a lot of people on the web, and businesses must capitalise on this, explained Ms Radcliffe.

Meanwhile, a report by research agency Millward Brown, Amazon is successful at balancing brand perception with pricing.

Additionally, just seven per cent of consumers buy due to price alone but 81 per cent said they see brand as an important reason to purchase.