The buying experience offered by a number of top London-based retailers has won praise from consumers in a new report.
The John Lewis Partnership, consisting of both John Lewis and Waitrose stores, was found to offer the best buying experience, with 37 per cent of the 1,500 British adults surveyed for the REaD Group’s research praising the company’s service.
Furniture and fashion retailer Laura Ashley also found favour among consumers, with 21 per cent saying it offered a good buying experience.
However, the British public did not just reserve their praise for the best known brands. Electronics retailer Richer Sounds was recognised as providing a good buying experience by 16 per cent of consumers, while gadget website Firebox was given the thumbs up by 12 per cent of consumers.
London-headquartered retailers Sainsbury’s, Marks & Spencer and Debenhams also scored highly for their buying experiences, indicating that traditional brands still know how to please consumers.
The survey asked consumers to identify companies that offer good service out of the ones they had used over the last 12 months.
More than half (56 per cent) of those surveyed have shopped at Sainsbury’s in the last 12 months, while Marks & Spencer (53 per cent), Debenhams (28 per cent) The John Lewis Partnership (26 per cent) were also visited by many consumers.
Supermarkets dominated the list of most popular stores because grocery shopping is a necessity and occurs on a higher frequency than clothes shopping. Nearly three-quarters (74 per cent) of people made a purchase in Tesco in the last 12 months. However, just 14 per cent of consumers said they enjoyed buying food online.
Consumers still trust high street stores more than any other, with 39 per cent trusting them most with their customer data. Some 37 per cent of people said they trusted superstores with their customer data, but voucher websites, online retailers and mail order companies were among the least trusted.
CEO of the REaD Group and chair of the DMA Data Council Mark Roy said: “British retailers are facing an unprecedented onslaught, yet in the minds of consumers the channel remains desirable and important. An inexorable desire for consumers to interact with a product means that increasing and driving store traffic across multiple retail channels has never been more important.
“Success in the sector will depend on how retailers exploit new data intelligence techniques, how they communicate across marketing channels and by the standard of the services that they deliver. Whilst conditions are tough, many retailers are thriving to the detriment of those that are sitting on their hands.”
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