The UK DIY retail landscape is fiercely competitive, and recent customer satisfaction surveys reveal a significant disparity in consumer perception. While specialist retailers like Screwfix excel, established giants such as B&Q and Wickes face challenges in meeting customer expectations. This analysis delves into the key findings of a recent Which? survey, highlighting the factors driving customer satisfaction in the DIY sector.
A comprehensive survey conducted by UK consumer group Which? assessed customer satisfaction across various DIY retailers. The results indicate a clear preference for specialist stores, with Screwfix achieving a remarkable 83% customer score and earning the coveted Which? Recommended Provider (WRP) status. Brewers and Johnstone’s Decorating Centre also secured WRP recognition, achieving scores of 82% and 80% respectively. These retailers consistently received high marks for product quality, customer service, and ease of online and in-store shopping experience.
In contrast, industry stalwarts B&Q and Wickes lagged behind, with scores of 64% and 70% respectively. Although B&Q received positive feedback for product quality and range, its two-star rating for value for money suggests a potential disconnect between price and perceived worth. Wickes garnered a more balanced assessment, with three-star ratings across value, range, and customer service. Other retailers near the bottom of the rankings included Home Bargains (55%), Homebase (57%), B&M (59%), and The Range (60%).
The Which? survey, involving over 2,000 shoppers, evaluated retailers based on various criteria, including product quality, range, value for money, customer service, after-sales support, and returns. The findings underscore the importance of a holistic approach to customer experience in the DIY sector. Screwfix’s exceptional performance across multiple touchpoints highlights the effectiveness of prioritizing customer service, both during and after purchase. Their five-star ratings for ease of website and app use further demonstrate the importance of a seamless omnichannel experience.
The success of specialist retailers like Brewers and Johnstone’s Decorating Centre emphasizes the value of expertise and personalized service. Brewers’ five-star rating for product quality and range underscores the importance of catering to discerning DIY enthusiasts. Johnstone’s Decorating Centre’s focus on color advice and technical support demonstrates the appeal of value-added services that empower customers.
The survey results indicate a clear trend: customers are increasingly seeking a seamless, value-driven, and expert-led DIY shopping experience. Retailers that prioritize these elements are best positioned to thrive in the competitive landscape. While established brands like B&Q and Wickes face the challenge of adapting to evolving consumer expectations, specialist retailers have demonstrated the potential for success by focusing on delivering exceptional customer experiences. Reena Sewraz, retail editor at Which?, summarized the key takeaway: “If retailers can deliver great value, quality products and first-class customer service, customers will keep coming back.” This underscores the enduring importance of customer-centricity in the DIY retail sector.
