UK Consumer Satisfaction Index 2009 - 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 in order to win customers from them.

Scope

• Measures and ranks customer satisfaction for all significant retailers in the sector over six years (2004-2009)
• Includes ratings for eight performance metrics: price, range, quality, service, convenience, ambience, layout and facilities
• Covers 5 retailers including B&Q, Focus, Homebase, Wickes and Wilkinson.

Highlights

Despite suffering the most significant loss in overall score, Wickes has successfully consolidated its position as the DIY CSI leader. In the quality category it has achieved significant improvement, now heading the rankings. It has also maintained its position as the highest ranking DIY retailer for service.

Wilkinson has regained its number two ranking. This improvement has been driven both by gaining an impressive nine points on its 2008 overall score and its nearest rival, B&Q, losing one point during the same period. Wilkinson particularly excels on price, leading this category by a comfortable 16 points.

Homebase has regained fourth position and is the major gainer of points. Compared with 2008, Homebase has increased its total by 12 points. The retailer has improved its ranking for layout as a result of refits and still ranks highly for facilities and convenience. Its more upmarket offer also helps the retailer gain a high ranking for quality.

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 and exploit it to your advantage.
• Independently track how strategies and management policy are affecting or influencing customer satisfaction.