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 to win customers from them.

Scope

Measures and ranks customer satisfaction for all significant retailers in the sector over six years (2003-2008). Includes ratings for eight performance metrics: price, range, quality, service, convenience, ambience, layout and facilities. Covers 11 leading personal care retailers including Boots, Sainsbury, Tesco, Asda, Superdrug, Savers and Wilkinson.

Highlights

Though personal care shoppers are brand savvy, the growing participation of value-driven retailers such as Wilkinson has made the category increasingly price sensitive. Avon has jumped to pole position. Marking four consecutive years of improved performances, the retailer tops the leader board, scoring particularly well in range and quality and maintaining its position as leader in service for the third year running. After landing the top spot in 2007, Superdrug has been relegated to sixth place. Though it has invested heavily in store refurbishments and repositioning the business to appeal to a younger audience, helping to differentiate the retailer from the likes of Boots, Superdrug has disappointed in this year's report.

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.