Research done by Market Force Information showed that over 3,622 UK shoppers named Next their favourite fashion retailer, with TK Maxx, Zara and New Look all coming in second place and Primark following.
Results show that Primark were top for best value and Next came up trumps in terms of speed of checkout, finding items easily and store atmosphere.
Chief strategy officer for Market Force Information, Cheryl Flink, said: “Our research shows exactly where retailers should focus their efforts to improve customer experience. In a sector where every customer counts, the ability to differentiate in the categories where no-one is currently excelling could be vital to delivering a higher level of overall satisfaction.”
Ms Flink added: “Retailers who don’t work to ensure every interaction is excellent could really be missing out on the opportunity to convert footfall into sales, or sales into larger sales. Perhaps the most telling statistic is that one in every five customers said they had a mediocre or poor experience during their last shopping trip. That’s very telling in an industry where internet retailers continue to take market share.”
