Allbirds is No. 62 in WCRC’s US Trusted D2C edition with 74.84 overall. Its scorecard shows 86 on Brand Positioning and 74 on Consumer Trust & Sentiment. Brand Recall is a separate measure at 78. The 12-point spread between positioning and trust is a comparison of two pillars in the same assessment. It says nothing about how either pillar has moved over time. Allbirds scorecard · US D2C ranking
The D2C Trust Score separates how a brand is positioned from how consumers judge it. WCRC’s analysis would start by asking first-time buyers to describe what they expect of the shoe before it arrives. Ask existing owners which expectations still hold after several months of wear. Compare responses about comfort, fit and durability with what customers say when they next buy a pair. The questions should stay the same for buyers who never needed support and those who asked for an exchange. US D2C Trust Score methodology
An exchange can end in a retained customer or a lost one. A high-level return figure would combine the two, and a positioning survey would miss both. The evidence needed to interpret this scorecard is the link between expectation, resolution and repeat purchase. The public ranking supplies the starting comparison, while customer records would show whether any particular experience explains it.