Shoppers more disloyal than ever
Shoppers have become more disloyal to retailers than ever before.
A report by Verdict Research finds that on average 22 per cent of shoppers are dissatisfied with the store they frequently use, and would prefer to use another if they could. Food and grocery stores fared worse in the ratings with 32.4 per cent disloyalty followed by clothing stores at 25.2 per cent.
John Lewis has the highest loyalty rate of UK retailers, with its electrical department coming top, and its homeware department in fifth place. Marks & Spencer, Amazon and Dunelm come in second, third and fourth places respectively.
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The research cites the credit crunch as a short-term cause of shopper disloyalty and increased competition and choice as a long-term cause of the decline. "In the current environment it's critical for retailers to hang onto every customer they've got. says Verdict consulting director Neil Saunders.
"Such a low rate of loyalty demonstrates the extent to which people are shopping around and are increasingly willing to punish retailers that don't meet their expectations," he says.
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