UK Consumer Satisfaction Index 2014 Homewares | Verdict Consumer Report

Includes ratings for price, range, quality, service, convenience, ambience, layout and facilities. Use these to understand strengths and weaknesses Identifies the biggest CSI winners and losers in clothing this year, highlighting those that pose the greatest threat to your business Measure and rank your performance in customer satisfaction in the sector and assess how this has changed using six years of history (2009-2014)


John Lewis has retained topspot in homewares, despite a two point fall in its overall score. It remained the leader for service and added the award for the highest score on quality. It has added a wider variety of price points to its offer that has increased its appeal, with ranges like House helping increase its scores for range and price.

Amazon claimed second place overall as a new entrant into homewares CSI. While the pureplay claimed topspot in three different categories its rise goes against the trend of shoppers wanting to see the products before purchasing. Amazon can become a major player in the homewares market as it has a wider range and lower prices than many of its rivals

Market leader Dunelm has fallen one place to third in the overall homewares CSI rankings. Further store openings and improvements to its web platform helped improve its scores for range and convenience; however, this could not offset a fall in scores for ambience and layout. Improving store environments must now be a focus for the retailer.

Reasons to buy

What are your competitors' strengths and weaknesses and how can you exploit them by adapting your own strategies

What is driving satisfaction for different retailers in homewares Which retailers have improved the most

How are drivers of satisfaction changing in terms of importance in the consumers' eyes What impact is the economy having on drivers of satisfaction

Table of Contents

1 Overview

2 Executive Summary

2.1 About CSI

3 Summary of Findings – Homewares

3.1 Continued range improvements help John Lewis retain top spot

3.2 New entrant Amazon moves straight into second place

3.3 Instore improvements needed for Dunelm to stop its slide

3.4 Improved price perception sees IKEA make the largest gains…

3.5 however, the opposite is true for Wilkinson

3.6 Sainsbury’s remains bottom despite improvements to range and quality

4 Synopsis and Comparatives

4.1 Homewares

5 Rankings

5.1 Overall ranking – homewares

5.2 Winners since last year – homewares

5.3 Losers since last year – homewares

5.4 Rankings for range – homewares

5.5 Rankings for price – homewares

5.6 Rankings for convenience – homewares

5.7 Rankings for quality – homewares

5.8 Rankings for service – homewares

5.9 Rankings for ambience – homewares

5.1 Rankings for facilities – homewares

5.11 Rankings for layout – homewares

6 Methodology

6.1 About CSI

7 Appendix

7.1 About Verdict Retail

7.2 Disclaimer

List of Tables

Table 1: Homewares highest scoring retailers overall and by factor, 2013 and 2014

Table 2: CSI comparatives between homewares and all retail, 2014

Table 3: Homewares retailers ranked by overall CSI score, 2014

Table 4: Homewares retailer with the most significant gains in overall CSI score, 2014

Table 5: Homewares retailers with the most significant losses in overall CSI score, 2014

Table 6: Homewares retailers ranked by latest CSI score for range, 2009–14

Table 7: Homewares retailers ranked by latest CSI score for price, 2009–14

Table 8: Homewares retailers ranked by latest CSI score for convenience, 2009–14

Table 9: Homewares retailers ranked by latest CSI score for quality, 2009–14

Table 10: Homewares retailers ranked by latest CSI score for service, 2009–14

Table 11: Homewares retailers ranked by latest CSI score for ambience, 2009–14

Table 12: Homewares retailers ranked by latest CSI score for facilities, 2009–14

Table 13: Homewares retailers ranked by latest CSI score for layout, 2009–14

List of Figures

Figure 1: Yearly average score comparatives, homewares and all retail, 2009–14


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