An annual poll undertaken by Verdict Research, a leading authority on retailing in the United Kingdom, has revealed that Ikea commercial properties have become Britain’s favourite places to shop. In years previous to 2012, this title was given to retail giants John Lewis, but it appears the public attitude has changed to reflect the difficult financial times we live in today.
Factors taken into account by the poll are the quality, value and range of products sold in the commercial properties, as well as customer service skills demonstrated by staff members. The ease of use and reliability of internet shopping facilities also played a large part in the outcome of the poll.
Ikea was claimed to offer the best customer experience overall in the poll, which surveyed 6,000 consumers. Maureen Hinton, Practice Leader at Verdict Research, said “Ikea’s move from second place last year to top of the polls in 2012 reflects the strength of its offer at a time when consumers are cutting back on spending on the home.
“It has an extensive stylish range at attractive prices and with the majority of consumers on a tight budget, it has something for everyone.”
John Lewis fell two places, from first to third, since 2011’s review, possibly due to their relatively high prices compared to the Swedish commercial property chain. However, the British store, which claims to be “never knowingly undersold”, topped the poll when it came to deciding which company offered the best service.
Meanwhile, in other individual categories, shoe store Schuh was said to offer the best for range. Primark was voted best priced, and Waitrose won the accolade for best quality.
Bonmarche, a women’s wear chain store, came in second place behind Ikea for overall customer satisfaction, following a turbulent year. Its parent company, Peacocks, entered administration earlier in 2012, leaving the company’s commercial property future in doubt. However, the chain was sold to a private equity group, who made the necessary changes to increase profits in the company’s three hundred commercial properties.
Ms Hinton said “Bonmarche has a niche target, the mature female shopper, but these women are well served by the retailer, and this is reflected in its score.”
Talking about the poll results overall, she added “Value remains top of the list of priorities for consumers this year. But this is reflected not only in seeking low prices, but in prioritising quality, service and range.
“Consumers have higher expectations from their preferred retailer and seek a shopping experience that ticks all the boxes.”
