Abstract
Overview
Introduction
Verdict Research: In an intensely competitive retail market, keeping customers
satisfied has never been more important. 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
- Measures and ranks customer satisfaction for all significant retailers in
the sector over six years (2003-2008).
- Includes ratings for eight performance metrics: price, range, quality,
service, convenience, ambience, layout and facilities.
- Covers 11 leading personal care retailers including Boots, Sainsbury,
Tesco, Asda, Superdrug, Savers and Wilkinson.
Report Highlights
Though personal care shoppers are brand savvy, the growing participation of
value-driven retailers such as Wilkinson has made the category increasingly
price sensitive.
Avon has jumped to pole position. Marking four consecutive years of improved
performances, the retailer tops the leader board, scoring particularly well in
range and quality and maintaining its position as leader in service for the
third year running.
After landing the top spot in 2007, Superdrug has been relegated to sixth
place. Though it has invested heavily in store refurbishments and
repositioning the business to appeal to a younger audience, helping to
differentiate the retailer from the likes of Boots, Superdrug has disappointed
in this year' s report.
Reasons to Purchase
- 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 that
can be exploited to your advantage.
- Independently track how strategies and management policy are affecting or
influencing customer satisfaction.
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