UK Consumer Satisfaction Index 2011 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.

Features and benefits

• Consumer satisfaction scores for top DIY retailers in areas such as range, convenience, price, quality, service, ambience, layout and facilities
• Winners and losers year-on-year in rankings against competitors and overall CSI scores
• Consumer satisfaction scores in DIY, compared to overall retail satisfaction scores
• Historic data, so trends can be analysed over a five year period

Highlights

On the back of improvements in service and ambience Wickes has recovered the top spot from rival B&Q, last year's winner, with a score of 140 points. Range continues to be an area of potential development for the retailer, with Wickes in third place, however improvements have been made here too with a nine point increase year-on-year.

Homebase lost ground in convenience and ambience, but made gains in facilities. As the second largest DIY player in the sector, Homebase has demonstrated only an average performance based on consumer ratings and has still much to improve on in terms of quality, range and ambience, despite an overall year-on-year increase of 10 points.

Despite a decline of three points year-on-year, B&Q retains first place for range. With a score of 58, B&Q is 12 points above the sector average and 22 points above its nearest competitors, Wilkinson and Wickes who both scored 36. However, it is below average for measures including price, convenience and service and this has cost it top spot.

Your key questions answered

• The results of the CSI are based solely on consumer research of over 6,000 respondents designed to be representative of all adults in Great Britain
• Use this report to understand which retailer is succeeding in satisfying its customers and in what areas
• Channel investment for maximum return by knowing which aspects of your retail proposition most need improving in the opinion of your customers