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 Avon, Boots, Body Shop, Morrison, Sainsbury, Superdrug, Savers,Tesco and Wilkinson.HighlightsSuperdrug has jumped eight places to become the leader.
It does not perform highest in any of the categories its strongest aspects are its extensive range and low prices, and even in these it ranks third, but its general score is enough to give it a highly satisfied customer base.
After a single year in the top spot,Savers was knocked off the number one position, falling to sixth place.
It received lower rankings for range, price, quality and service, with a particularly big drop in the latter two categories.
Boots scores highest for range and facilities.
This is an improvement on last year, when it only ranked highest in one of the eight categories facilities.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.