John Lewis voted the nation's favourite retailer

by Nikki Sandison, Brand Republic 11-Jan-08, 08:55

LONDON - Department store John Lewis has regained its position as the UK's favourite retailer, in a poll of more than 6,000 shoppers, with DIY retailer Wickes and Gap breaking into the top 10.

The Consumer Satisfaction Index 2008 survey, carried out by retail analysts Verdict Research, found that John Lewis managed to increase its overall satisfaction score since last year, despite a more competitive retail sector.

John Lewis achieved a considerable lead over all other retailers, with the highest score ever attained in the index.

It regained the top spot, having been nudged into second position last year by sister group supermarket Waitrose, which is now number two. Dunelm leapt up five places to reach the number three spot, while Amazon retained its position at number four.

Verdict Research quizzed customers on where they shopped most frequently and then asked them to rate those stores in terms of range, price, convenience, quality, service, ambience, facilities and layout.

John Lewis performs well across a range of measures, but excelled in service. It has been ranked top on this attribute since the survey began eight years ago.

Waitrose does particularly well in ambience and layout, while shoppers rate Dunelm for the amount of choice available at its stores and for its keen prices.

John Lewis came top in three sectors, clothing, homeware and electricals; while Waitrose topped the food and grocery sector.

In the remaining sectors, Wickes heads DIY, TKMaxx tops footwear, Amazon won music and video, and Avon took personal care.

Neil Saunders, author of the report and Verdict Consulting director, said: "The idea of good service at John Lewis isn't simply a fad dreamt up by management for short term gain -- it's an integral part of the business, supported by an ownership structure which reduces staff turnover and gives partners, at all levels, a real incentive to perform well."

In the top 10 of customer satisfaction the most improvement was shown by Wickes, up from 29, while fashion retailer Gap rose 10 places.

Top 10 retailers (last year's position)