John Lewis comes top in Customer Satisfaction Awards
John Lewis & Partners won four awards at the GlobalData Customer Satisfaction Awards 2019, including the Best Retailer category, having been runner up for the past four years.
The decision to invest in its own-brand and exclusives has paid-off for the department store as it takes home awards including Best Electricals Retailer and Best Homewares Retailer.
Patrick O’Brien, UK retail research director at GlobalData Retail, said: “While its department stores peers have struggled, John Lewis’s brave store investment strategy has paid off, creating highly enjoyable places to shop. Its high standards of service across stores and online, together with its continuing commitment to price matching, clearly resonates with shoppers.”
Online pureplays Amazon and AO had stopped John Lewis & Partners from winning Best Electricals Retailer for the past two years, but the department store finally pipped them to the post in 2019.
John Lewis & Partners investment in range and service in its home and electricals categories, combined with its online offer, is paying off as its customers enjoy exclusive products and strong service levels.
The athleisure trend also shows no sign in slowing down, with Adidas and Nike winning Best Clothing Retailer and Best Footwear Retailer respectively. It highlights that brands are successfully cutting out the middleman and engaging directly with their customers.
Maureen Hinton, global research director at GlobalData Retail, said: “The ability of sportswear brands to win the highest level of customer satisfaction is down to their complete understanding of their customers; their capacity to connect with them; and to create products and experiences that fit current consumer trends and how they want to shop now.”
The sportswear market is forecast to grow 20.9 per cent over the next five years, and investment by brands such as Nike and Adidas are an integral part of this market’s success.
These brands that sell directly to consumers and through popular retailers such as JD Sports are in tune with their customers’ demands, ensuring that online and instore environments are tailored to their needs as well as including engaging content. This has ensured that Adidas has won Best Clothing retailer 2019 and Nike has won Best footwear Retailer 2019.
There was polarisation in the Best Food & Grocery Retailer award with winner Aldi, triumphing with its focus on price while Waitrose & Partners with its premium focus coming in third.
Historically, value-focused food retailers have performed well in these awards but the inclusion of Waitrose & Partners highlights that when high quality food is done well, consumers are willing to make the investment. Waitrose has also devoted time to sustainability with this being well received by its customers as the premium grocer aims to eliminate all unnecessary plastic from its stores and make all its own-brand packaging either reusable or widely recyclable.
The awards were based on consumer research conducted by GlobalData.