IKEA is the most customer-centric housewares retailer and Menards is most focused on its customers among home improvement chains, according to a new study.
IKEA leads other retailers in pricing, experience, and an improved loyalty program, according to the Dunnhumby "Customer Centricity Index". After gathering responses from more than 40,000 consumers, Dunnhumby based its Index on seven areas linked to long-term customer satisfaction, including: experience, product assortment, price, loyalty and promotions.
"IKEA makes a unique in-store connection, creating what customers describe as a 'fun showroom experience, without the showroom prices'," Dunnhumby stated in the study. In the housewares category, Bed, Bath & Beyond was ranked second, followed by Williams Sonoma, Home Goods, Crate & Barrel, Pottery Barn and Pier 1 Imports.
Meanwhile, privately-owned Menards was ranked number one in the home improvement category because of its pricing, flexible rebates and relevant promotions. Its "Save big money" positioning demonstrates its value to customers, according to Dunnhumby. Home Depot is ranked second, followed by Lowe's, Ace Hardware, and True Value.
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