Retail Benchmarking Study 2009
Ethos Consultancy’s 2009 Retail Benchmarking Study (RBS) report is the first of its kind. This report represents the most comprehensive study of the complete customer experience in the UAE retail sector ever undertaken. The UAE is the regional hub of consumer spending with a varied and exciting range of retail outlets, malls and brands, hence creating an interesting climate for measuring retail customer service performance.
The aim of our first Retail Benchmarking Study is to highlight areas of service excellence and service short fallings across the UAE retail sector. We hope to 1) provide retailers with relevant information about their own performance to help identify which areas of their business need improvement and 2) provide opportunity for retailers to identify best practice amongst all retail sectors and learn from those getting it right.
RBS 2009 Sample Size
Throughout the study, which took place between April and early May 2009, Ethos’ researchers measured 22 retail sectors with a total of 2284 physical location visits covering 558 retail outlets and 115 brand names. A total of 37 retail shopping locations were involved in the study including 10 major malls throughout the UAE.
What was being Measured?
Mystery Shoppers visited outlets throughout Abu Dhabi, Dubai and Sharjah, with the overall aim of:
- Establishing how outlet staff dealt with a customer's enquiry about making a purchase.
- Establishing how outlet staff dealt with a customer making a enquiring and raising objections about products and services.
- Establishing whether outlet staff make attempts to up-sell, cross-sell and add on products.
- Establishing whether outlet staff are proficient and enthusiastic with regards to product knowledge.
- Overall customer service and sales performance of each of the outlets.
Top 5 Brands
- Pure Gold
- Second Cup
- Vertu
- Chilis
- Ford
Summary of Results
The results of this study demonstrate that most sectors in the UAE retail environment are increasingly losing revenue due to a lack of attention given when recruiting the right staff for their organisation and outlets. Inconsistencies in training policies across all brands are also evident alongside a clear inability to learn from other retail sectors or outlets of the same brand which demonstrate best practice. In addition, organisations tend to not see the importance or the impact of not measuring services on a regular basis. This study has given Ethos valuable insight into what is currently missing and hence what changes need to take place within the UAE retail industry.
"We are delighted to be recognised as the overall best performing brand by the recent Ethos Consultancy customer service retail benchmarking survey. Customer service is a key aspect that we always strive to offer in this very competitive market" Karim Merchant, CEO and Managing Director, Pure Gold Jewellers