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 11 retailers including Argos, Asda, Debenhams, Dunelm, Homebase, IKEA, John Lewis, M&S, Matalan, Tesco and WilkinsonHighlightsHomewares retailers have once again proved to be the most adept at satisfying the demands of their shoppers.
This is reflected in the sector's average Consumer Satisfaction Index (CSI) score of 133 11 points ahead of the all retail average of 122 and higher than any other sector.
IKEA has secured the coveted number one position in homewares this year, with a score of 166 points 33 points ahead of the sector average.
The Swedish home furnishings retailer has climbed two places to take the crown from value general merchandise retailer Wilkinson, and is eight points clear of its nearest rival M&S.
M&S records the best improvement among any retailer in the sector this year boosting its overall score by 54 points.
This has enabled the retailer to climb eight places and capture the overall second place for homewares with 158 points.
Its key strengths are quality and facilities where M&S is ranked top on both counts.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.