IntroductionVerdict 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.ScopeMeasures and ranks customer satisfaction for all significant retailers in the sector over six years (2002-2007) Includes ratings for eight performance metrics: price, range, quality, service, convenience, ambience, layout and facilities Covers 5 leading DIY retailers B&Q, Focus, Homebase, Wickes and WilkinsonHighlightsFor the third year running the average overall Consumer Satisfaction Index score for the featured DIY retailers has risen.
While this is encouraging news for these retailers they should not rest on their laurels considering that the gain in their score was (alongside personal care retailers) a smaller improvement than retailers in any other sector.
Despite a difficult trading environment B&Q, the DIY market leader and leader on the DIY Consumer Satisfaction Index, has raised its score increasing its lead over its nearest challenger Homebase retains its fourth position among featured retailers, though with a slightly lower score than in 2006.
The retailer achieves the top ranking for convenience, a position which is likely to have been boosted by recent significant expansion of Homebase's store portfolio.Reasons to PurchaseIdentify 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.