November 2009
Winners of the 2009 Retailer of the Year Awards once again prove that customer service is key to retailing success. Overall winner Aclands Radio & Television of Bridgwater in Somerset scooped the prestigious award for the second year running with East Anglia’s Hughes Electrical runner up by a narrow margin. Internet Retailer of the Year 2009 went to Crampton & Moore for the third successive year.
(l to r) D&G's Area Sales Manager Tony Flisher and Sales Director Derek Hollingdale with Robert & Melanie Moore of Crampton & Moore
Retailer of the Year (ROTY) is by far the biggest survey of independent electrical retailers in the UK, with over a quarter of a million surveys sent to customers following the purchase of major electrical or electronic goods. Independently administered by Domestic & General, this year’s survey asked customers to rate the courtesy and friendliness of the store, the overall appearance of the shop, product demonstration and product knowledge of the staff. 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.
Each of the four areas is rated out of 5 points to derive an overall total score out of 20. Survey scores for each retailer are tallied and divided by the number of returns – giving an average score out of 20. This year’s collated survey results covered almost 10,000 transactions evenly split between brown and white goods, and nominated over 1400 individual UK retailers. The top 50 retailers scored between 18.80 and 19.47 points on average, with the winner and runner-up separated by just hundredths of a point. Worst performers (who shall remain nameless!) tend to score less than 7.0 as an average.
Martyn & Venetia Acland with D&G Sales Director Derek Hollingdale (left) and National Account Director Jeff Griffiths
Comments Derek Hollingdale, Sales Director at D&G: “It was little surprise that all three Retailer of the Year winners reported that their business was in very good shape despite the economic climate. This year’s survey shows strong customer loyalty among independent retailers and a growing number of trade-up purchases going through the independent channel. Clearly, first class customer service is keeping the best independent retailers in business.”
In addition to questions about their retail experience customers are asked about their reasons for choosing the retailer, why they purchased the product and about their brand decisions. One of the key factors to emerge from this year’s survey was that customers return again and again to retailers they can trust. More than 40% of purchasers choose a retailer they had previously used and further 35% opted for a retailer by reputation or recommendation.
D&G Director of Sales Lee Miller with Derek Hollingdale and Andy Pallant and Mark Coleby of Hughes Electrical
Better news still for the electrical and electronics goods market the survey showed that not all sales were simple replacement products. Some 27% of customers said that their new product was actually a trade-up or upgrade purchase. Perhaps concerning for single-brand outlets was news that only 21% of buyers replaced existing goods with products by the same manufacturer. Almost 80% of buyers said they had opted for a different brand.
With ROTY now in its 12th year, an expanded 2010 survey is already in progress. An anticipated 350,000 surveys will be mailed out to purchasers of electrical goods over a 12-month period to August 2010, promising even more comprehensive ROTY survey results next Autumn.
Notes for Editors
Domestic & General has been providing breakdown protection on consumer electronics and domestic electrical products for over fifty years. Working with trade partners in manufacturing and retail, D&G is the UK’s largest specialist provider of warranty protection and repair plans. Providing warranty services for over 160 big-name brands and point-of-sale repair plan products for in excess of 1000 UK High Street retailers, D&G plans now protect 6.7m million products in almost 5 million UK homes.
For more information, please contact the D & G press office on 020 8879 8767 or email pressoffice@domesticandgeneral.com