The results are in - Which? High Street Shops Survey 2019
Laura Coggles | Marketing Manager
The results for the Which? 2019 best and worst high street shops survey have been released and the results are not surprising.
With over 7,700 shoppers surveyed, the Which? Members were asked about in-store retail experiences they’ve participated in the 6 months previously to June/July 2018. Richer Sounds had a customer experience rating of 89% making it the overall victor, while WHSmith was left in last place with a rating of only 50% (read the full list HERE).
How are the scores generated?
“For each, we’ve got two sets of results: an overall table based on shoppers’ general experiences over the past six months; and category tables, for which shoppers rated stores based on a recent specific experience of shopping for a particular product.
We need at least 30 responses for a retailer to make the tables. Overall customer score is made up of the ratings shoppers give for satisfaction and whether or not they would recommend a retailer to a friend.” explain Which?
While the categories in the survey are no surprise (merchandising, customer service, atmosphere, etc) it only reiterates the point made over and over again when discussing the highs and lows of the British high street - customer service.
Harry Rose, editor of Which? magazine, said: ‘Giving shoppers a great in store experience is more important than ever if brands want to thrive on the high street. Our findings go to show that if retailers can deliver great-value, quality products and first-class customer service, customers will keep coming back.’