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Domestic & General announces the winners of the UK's largest survey of independent electrical retailers

01 October 2010


Winners of the 2010 Retailer of the Year Award can celebrate their victory in the UK's biggest and most comprehensive survey of independent electrical retailers. With over quarter of a million surveys sent out to consumers following an electrical purchase and over 21,000 responses poled, the 2010 Retailers of the Year can be justly proud of this prestigious title.

Overall winner E E Lane & Sons, trading as Lanes of Cheddar, scored an incredible average of 18.59 out of 20, with Runner Up Raff Electrical of Wallington, Surrey coming in a close second with 18.35 points. For an astonishing fourth successive year in a row, Crampton & Moore scooped top Internet Retailer honours with an average 18.04 score out of 20, based on ratings of specific internet retailing qualities. Almost 2,500 High Street and on-line electrical retailers across the UK were rated by consumers.

Comments Jeff Griffiths, National Accounts Director, at D&G: "This year's ROTY survey has been the largest and most comprehensive to date and showed once again that the traditional values of independent retailers make a big difference to business on the High Street and on-line. With a single point out of a maximum 20 points separating the top 100 retailers in the survey the competition this year was very close indeed. Clearly, first class customer service is keeping the best independent retailers in healthy business."


The ROTY survey

Retailer of the Year is now in its 12th year and by far the largest survey of its kind in the UK. In the 12-months to end of July 2010, 274,000 surveys were sent to customers following their purchase of major electrical or electronic product. The customer details gleaned from product registrations and bulk retailer mailing data for a truly unbiased result.

Independently administered by Domestic & General, the survey asks customers to rate the courtesy and friendliness of the store, the overall appearance of the shop, product demonstration and product knowledge of the staff. Each of these four retailing qualities is rated from 1 (poor) to 5 (excellent) and the total score out of 20 calculated by adding the points together. The results are averaged across all survey responses for that store, giving an overall score out of 20 and creating the ROTY league table.

For purchases made on-line customers were asked to score the product information provided, the appearance and navigation of the site and the convenience of delivery. Using the same 1 to 5 scoring system for these four qualities, an internet ROTY league table is created based on the average score for each website retailer. (Note: stores and websites with less than 50 survey responses are not included in the overall ROTY league to ensure a fair average).

Want to know where your store came in the ROTY 2010 league table and how your customers rated your business for courtesy, store appearance, product demonstration and knowledge? Email jeff.griffiths@domesticandgeneral.com



Retailer of the Year 2010 The Winners

Retailer of the Year 2010 Winner
Lanes of Cheddar

Tracing its history back to 1879 the business has relocated three times as it has expanded and outgrown each of its previous premises. The Cheddar store now extends to 4800sq ft of floor space and is also the head office for the rest of the group. The group includes Casswells of Midsomer Norton, acquired in 2006 and focusing on kitchens and bathrooms.

Lanes sells a vast range of both Hardware and Electrical products displayed in a modern and easy to view format. The company majors on the traditional values of service and product knowledge, a fact borne out in the stellar ROTY survey results this year. The company hosts a selection of events throughout the year including competitions, celebrity chef demonstration events and even its own community awards celebrating local community projects and raising thousands of pounds for local projects.


Retailer of the Year 2009 Raff Electrical
Raff Electrical, Wallington, Surrey

Raff Electrical is a family run business trading for over 50 years locally in Wallington, with a Banstead store opened in 2003. The company prides itself ourselves on its excellent reputation and knowledgeable staff who have a wealth of experience within the electrical retail sector.


Internet Retailer of the Year 2009 - Winner
Crampton & Moore, Ecclesfield, Sheffield

Crampton & Moore is a family company, originally set up by John Moore and his business partner Roy Crampton in 1966. It has been trading successfully for over 42 years. John Moore bought out his partner twenty years ago when his son Robert joined the company. Robert Moore now runs the company and has rapidly expanded business, now employing sixteen members of staff. He set up the internet operation about 7 years ago, which is now thriving alongside the retail arm.

Crampton & Moore has hit upon a winning formula of a well-established and trusted family business with a long pedigree, combined with a fast expanding, national up-to-the-minute high tech web business. The company has repeated its ROTY success after their wins in 2007, 2008 and 2009. An incredible result.



ROTY 2010 Interesting Retail Facts

As part of the ROTY survey consumers are asked a number of questions on the reasons they made the purchase, why they chose the brand they did, and questions that allowed analysis of overall product brand and retailer loyalty. The 2011 survey has been updated again and will give a precise retailer by retailer and brand by brand breakdown of consumer opinion. Look out for the results of ROTY 2011 next October.



ROTY 2010 top line facts and figures

Customers return to the best retailers again and again:
A healthy 42.0% of consumers chose a retailer they had previously purchased from a small increase from 41.5% last year. Another 35.4% of buyers chose a retailer on reputation or recommendation, which is similarly up a little on last year 35.1% result.

The economic climate takes it toll on upgrades:
Unsurprisingly 58.2% of purchases were straight replacement products, this represents a small increase over last years figure of 56.9%. Conversely less people were upgrading than in previous years with only 25.2% of purchases being an upgrade, down from last years 27.0%.

Brand loyalty among consumers remains fairly low:
Only 21.5% of purchasers replaced or upgraded with the same brand of product which is virtually the same as last years 21.4% result. A staggering 78.5% went for a new brand, with white goods showing even lower brand loyalty (20.2%) than consumer electronics brands (22.3%).

Different reasons to buy CE and whites:
Asked why they chose the brand they did, white goods consumers rated value for money (21.4%) as the strongest reason with reliability (17.8%) and brand reputation (17.2%) as the second and third most popular reason for the choice of brand. Where CE good were concerned brand reputation was the primary reason to chosse the brand (22.4%) with value for money (18.1%) and reliability (16.9%) coming in second and third.

Does price matter?
In both CE and white good Price had very low importance in the purchasing descision. In white goods it was fourth down the list of reasons to choose the brand (14.2%), and in brown goods it was in a lowly sicth place (10.6%) behind personal recommendation (12.1%) and even features (11%).



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Notes For Editors:

1. For more information, please contact Michael Rosen, Press & PR Manager, on 020 8879 8767 or 07595 550897 or michael.rosen@domesticandgeneral.com

2. Domestic &General provides warranty services for UK and International clients and comprehensive product protection for more than nine million customers.

For over sixty years we have been looking after people when things go wrong. Our primary focus is on providing product protection for major domestic appliances and consumer electronic products. Together with our manufacturing, retail and financial services clients, we provide warranty services for over 150 major UK and International brands. We manage the whole warranty process, including: customer mailing; contact centres; repair networks; in-house administration; claims handling.

We operate across a number of different international markets, most notably in Australia, Germany, Spain and France. To learn more about us, visit www.domesticandgeneral.com