Consumers see John Lewis and Primark the same

Consumers perceive that John Lewis and Primark offer the same value for money, despite their widely different brand positionings, according to a new retail study.

The “Re-imagining the retail store” report, by Arc Worldwide – part of the Leo Burnett Group, found that both John Lewis and Primark scored 112 on its quantitative scale for value for money, as rated by consumers.

The scores demonstrate that both deliver good value for money, but in different ways. Consumers’ perceptions of Primark’s value stems from its low price, while John Lewis’ value perception comes from its range of choice and quality.

The research surveyed 2000 UK shoppers over three months to explore consumers’ needs and expectations and shopping behaviours and attitudes as well as retailers’ performance across a number of categories.

It also identified that despite the need for bricks and mortar retailers to raise their game in the face of increased competition from online, shoppers are largely disappointed with the customer service levels in store.

Alan Treadgold, head of retail strategy at Leo Burnett and author of the report says the challenge for retailers is still getting the basics right and making the shopping experience appeal to consumers with the “human dimensions” of service.

“Getting the product, price and place right is essential but seamlessness across channels has become the fourth basic for retailers. Retailers that are successful are those that allow consumers to engage whenever and wherever they want.”

“Retailers must move out of the headspace that it is either online or high streets and embrace that shoppers are moving between them all the time,” he adds.

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