Consumer Satisfaction Index 2008: UK DIY

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 5 leading DIY retailers B&Q, Homebase, Focus, Wickes and Wilkinson.

Highlights

A sharp improvement at Wickes makes it the DIY Consumer Satisfaction Index leader from third place a year ago. The main reason for this uplift is an increase in its rating for range where Wickes has jumped from fourth place to second.

B&Q slips to second position after four years ranked as number one. It should be noted however that B&Q's decline is mainly relative, with a satisfaction score only two points down on 2007. B&Q's score for range has held steady and remains far ahead of its nearest challenger.

High street generalist Wilkinson falls to third position. Wilkinson's key draw is its price positioning. In contrast to other factors, the retailer's score for price has strengthened over the year and is now 22 points clear of its nearest rival, Wickes.

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.