UK Consumer Satisfaction Index 2009: Homewares

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 13 retailers including Argos, Asda, Debenhams, Dunelm, Homebase, Ikea, John Lewis, M&S, Matalan, Sainsbury, Tesco, Wilkinsons and Woolworths

Highlights

John Lewis has maintained its top position in homewares, despite achieving six fewer points than its 2008 total. John Lewis particularly excels in the service category, achieving an overall score of 27 points, ahead of nearest rival Homebase. John Lewis also ranks well for range and quality.

IKEA has regained ground, climbing up to second place. One particular area of strength for the retailer is range, an attribute on which it is now ranked highest among homewares retailers, from its position of fourth in 2008. IKEA also scores highly for layout and facilities. However, IKEA continues to struggle on convenience.

Debenhams has made significant strides and is the most improved retailer by points scored and places gained. The retailer's 37 point gain has improved its ranking to fourth, from 11th in 2008. This has been driven primarily by improvements in ambience, where it is now first, and layout, where it has improved from tenth to third.

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.

TABLE OF CONTENTS

CHAPTER 1 EXECUTIVE SUMMARY 6
About CSI 6

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

CHAPTER 3 SYNOPSIS AND COMPARATIVES 12
Synopsis and Comparatives – Homewares 12

CHAPTER 4 RANKINGS 14
Overall ranking – Homewares 14
Winners since last year – Homewares 15
Losers since last year – Homewares 16
Ranking for range – Homewares 17
Ranking for price – Homewares 18
Ranking for convenience – Homewares 19
Ranking for quality – Homewares 20
Ranking for service – Homewares 21
Ranking for ambience – Homewares 22
Ranking for facilities – Homewares 23
Ranking for layout – Homewares 24

LIST OF TABLES
Table 1: Synopsis of highest scoring retailers overall and by factor 2008 and 2009 12
Table 2: CSI comparatives between homewares and all retail 2009 12
Table 3: Retailers ranked by overall CSI score 2004-2009 14
Table 4: Retailers with the most significant gains in overall CSI score in the past year 15
Table 5: Retailers with the most significant gains in overall CSI rank in the past year 15
Table 6: Retailers with the most significant losses in overall CSI score in the past year 16
Table 7: Retailers with the most significant losses in overall CSI rank in the past year 16
Table 8: Retailers ranked by CSI score for range 2004-2009 17
Table 9: Retailers ranked by CSI score for price 2004-2009 18
Table 10: Retailers ranked by CSI score for convenience 2004-2009 19
Table 11: Retailers ranked by CSI score for quality 2004-2009 20
Table 12: Retailers ranked by CSI score for service 2004-2009 21
Table 13: Retailers ranked by CSI score for ambience 2004-2009 22
Table 14: Retailers ranked by CSI score for facilities 2004-2009 23
Table 15: Retailers ranked by CSI score for layout 2004-2009 24


LIST OF FIGURES
Figure 1: Yearly overall score comparatives, homewares and all retail 2004-2009 13