Abstract
Introduction
Verdict Research: During a recession, with consumer confidence at a low ebb,
keeping your customers satisfied and retaining them is vital for survival.
Retailers need to understand how they satisfy their shoppers in order to
enhance their appeal and increase customer loyalty. Moreover, an insight into
what drives customer satisfaction at competitors is essential to win customers
from them.
Scope of this research
- Measures and ranks customer satisfaction for all significant retailers in
the sector over six years (2005-2010).
- Includes ratings for eight performance metrics: price, range, quality,
service, convenience, ambience, layout and facilities.
- Covers 22 retailers including Marks & Spencer, Next, New Look, Debenhams,
Tesco, Asda, Matalan, H&M, Primark, Peacocks, JD Sports and House of Fraser.
Research and analysis highlights
Last year' s fourth placed retailer, Marks & Spencer has been making gradual
gains in the survey over the past five years and this year jumps to first
position having improved its score by 15 points. Its success is driven by its
consistently high score in quality and this year it has also improved on its
range score.
Over the past 12 months we have seen major changes in Next' s clothing offer,
integrating more fashion trends into its ranges. This has been one of the main
drivers of the retailer' s improved sales performance this year, and is also
reflected in the results of our survey taking eighth place for range ranking,
its highest performance since 2001.
While Peacocks is only ranked 12th in our survey, it has made the most gains
this year. It has increased its score by 58 points improving its overall
ranking from 23rd to 12th. With the exception of ambience, the retailer has
made gains in all of our measures but particularly convenience, facilities and
service.
Key reasons to purchase this research
- Identify the preferences of your shoppers and how successful you are in
delivering on them to help you retain your customers.
- Understand the weaknesses of your competitors' customer proposition and
exploit them to your advantage.
- Independently track how strategies and management policy are affecting or
influencing customer satisfaction.
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