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.

TABLE OF CONTENTS

CHAPTER 1 EXECUTIVE SUMMARY 6
About CSI 6

CHAPTER 2 SUMMARY OF FINDINGS 7
Summary of Findings – DIY 7

CHAPTER 3 SYNOPSIS AND COMPARATIVES 10
Synopsis and Comparatives – DIY 10

CHAPTER 4 RANKINGS 12
Overall ranking – DIY 12
Winners since last year – DIY 13
Losers since last year – DIY 14
Ranking for range – DIY 15
Ranking for price – DIY 16
Ranking for convenience – DIY 17
Ranking for quality – DIY 18
Ranking for service – DIY 19
Ranking for ambience – DIY 20
Ranking for facilities – DIY 21
Ranking for layout – DIY 22

LIST OF TABLES
Table 1: Synopsis of highest scoring retailers overall and by factor 2008 and 2009 10
Table 2: CSI comparatives between DIY and all retail 2009 10
Table 3: Retailers ranked by overall CSI score 2003-2008 12
Table 4: Retailers with the most significant gains in overall CSI score in the past year 13
Table 5: Retailers with the most significant gains in overall CSI rank in the past year 13
Table 6: Retailers with the most significant losses in overall CSI score in the past year 14
Table 7: Retailers with the most significant losses in overall CSI rank in the past year 14
Table 8: Retailers ranked by CSI score for range 2004-2009 15
Table 9: Retailers ranked by CSI score for price 2004-2009 16
Table 10: Retailers ranked by CSI score for convenience 2004-2009 17
Table 11: Retailers ranked by CSI score for quality 2004-2009 18
Table 12: Retailers ranked by CSI score for service 2004-2009 19
Table 13: Retailers ranked by CSI score for ambience 2004-2009 20
Table 14: Retailers ranked by CSI score for facilities 2004-2009 21
Table 15: Retailers ranked by CSI score for layout 2004-2009 22


LIST OF FIGURES
Figure 1: Yearly overall score comparatives, DIY and all retail 2004-2009 11