UK Consumer Satisfaction Index 2010: Personal Care

Introduction

Verdict Research: 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.


Report Highlights

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TABLE OF CONTENTS
CHAPTER 1 ABOUT CSI 6
CHAPTER 2 SUMMARY OF FINDINGS 7
Summary of Findings – Personal care 7
CHAPTER 3 SYNOPSIS AND COMPARATIVES 10
Synopsis and Comparatives – Personal care 10
CHAPTER 4 RANKINGS 12
Overall ranking – Personal care 12
Winners since last year – Personal care 13
Losers since last year – Personal care 14
Ranking for range – Personal care 15
Ranking for price – Personal care 16
Ranking for convenience – Personal care 17
Ranking for quality – Personal care 18
Ranking for service – Personal care 19
Ranking for ambience – Personal care 20
Ranking for facilities – Personal care 21
Ranking for layout – Personal care 22




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LIST OF TABLES
Table 1: Synopsis of highest scoring retailers overall and by factor 2009 and 2010 10
Table 2: CSI comparatives between personal care and all retail 2010 10
Table 3: Retailers ranked by overall CSI score 2005-2010 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 2005-2010 15
Table 9: Retailers ranked by CSI score for price 2005-2010 16
Table 10: Retailers ranked by CSI score for convenience 2005-2010 17
Table 11: Retailers ranked by CSI score for quality 2005-2010 18
Table 12: Retailers ranked by CSI score for service 2005-2010 19
Table 13: Retailers ranked by CSI score for ambience 2005-2010 20
Table 14: Retailers ranked by CSI score for facilities 2005-2010 21
Table 15: Retailers ranked by CSI score for layout 2005-2010 22


LIST OF FIGURES
Figure 1: Yearly overall score comparatives, personal care and all retail 2005-2010 11
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