IKEA Crowned 'Retailer of the Year Europe' 2010!

Dec 14, 2010, 03:00 ET from Q&A Research & Consultancy

BRUSSELS, December 14, 2010 /PRNewswire/ -- Today the winner of 'Retailer of the Year Europe' 2010 was announced. Retailer of the Year is the largest consumer survey in Europe and this year the survey was held in no less than 10 European countries. Over 1.45 million consumers participated in the consumer survey and assessed over 1100 retail chains that characterise the high street.

IKEA, the Swedish furniture giant, performed best and can now call itself the 'Retailer of the Year Europe' for a whole year. In 7 out of the 10 countries, IKEA is in the top 5 of the 'best' retail chains. In Portugal and Switzerland, they may even call themselves 'Retailer of the Year'. IKEA mainly makes a difference in terms of Price aspects (Value for money, Pricing and Special offers) and Product range.

The sports chain Decathlon is inside the top 5 in 4 countries and therefore takes second place. Just like IKEA, Decathlon scores well on Price Aspects and Product Range. M&S Mode and Pearle Opticians share third place. Both companies scored 'best' in two countries. M&S Mode and Pearle mainly stand out with regard to service aspects (Service, Customer-friendliness and Staff expertise).

These retail chains scored best and can call themselves 'Retailer of the Year' in their countries.

    IKEA                   Portugal and Switzerland
    M&S Mode               France and Spain
    Pearle Opticians       Belgium and Luxembourg
    Ernsting's family      Germany
    Paradigit              Netherlands
    Esselunga              Italy
    Aldi Sud/Hofer         Austria

Price aspects the most important

Starting in May 2010 consumers were able to participate in the survey. During this period the recession played an important role, which is shown by the fact that overall consumers consider the Price aspects to be the most important, followed by the Product range aspect.

How does the survey work?

Retailers ask their customers to assess them. During the assessment based on a questionnaire, consumers can assess several retail chains where they have shopped in the past year. The assessment consists of scores for 9 aspects. Based on the average score, the overall winner is determined for each country. The winner of the European overall prize is determined based on the top-5 classifications in all countries, where number 1 receives 5 points and number 5 receives 1 point.

Q&A is the initiator of Retailer of the Year Europe 2010.

SOURCE Q&A Research & Consultancy