During a recession, with consumer confidence at a low ebb, keeping your customers satisfied and retaining them is vital for survival. 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 (2005-2010).

*Includes ratings for eight performance metrics: price, range, quality, service, convenience, ambience, layout and facilities.

*Covers 11 retailers including Alliance Boots, Asda, Tesco, Morrison, Sainsbury, Wilkinson, Avon, Superdrug, The Body Shop, Savers and Body Care.

Highlights

Asda has moved from second to first position, with its low price strategy maintaining its appeal. However, the retailer is weaker on quality remaining in eighth position with only a one point increase on its 2009 score. Asda's leading position is also driven by its convenience, allowing customers to combine personal care and grocery shopping.

Alliance Boots maintains its top position for range while scoring highly for service. In an increasingly price competitive market it uses its wide range and good level of customer service to differentiate itself. However, increasing competition has meant it has dropped from third position in 2009 to fourth position in 2010 in its overall ranking.

Despite dropping from seventh to eighth overall, Superdrug improved its score by seven points. The retailer has been concentrating on targeting a younger customer who tends to be more concerned by price, which is reflected by a five point increase on its price score. It has also has improved its quality score moving from ninth to fourth position.

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 them to your advantage.

*Independently track how strategies and management policy are affecting or influencing customer satisfaction.