New Study Ranks REI Tops in Customer Service
Outdoor gear and clothing retailer, REI, was chosen by consumers as the top non-apparel specialty retailer, according to a new study by the National Retail Foundation and American Express. While catering primarily to outdoor enthusiasts, REI also achieved a top ten ranking among all retailers for customer service.
Seattle, WA (PRWEB) November 11, 2006 -- Outdoor gear and clothing retailer, REI, was chosen by consumers as the top non-apparel specialty retailer, according to a new study by the National Retail Foundation and American Express. While catering primarily to outdoor enthusiasts, REI also achieved a top ten ranking among all retailers for customer service.
The NRF/American Express 2005 Customer Service survey, conducted by BIGResearch, polled over 8,600 consumers, nationwide, in order to determine attitudes towards customer service among retailers. A simultaneous survey on customer expectations polled just over 6,000 consumers. In order to provide a fair assessment that took into account regional and smaller retailers, the responses were matched with each company's 2004 revenues to develop the final score and ranking.
The customer expectations study, found that 85% of consumers surveyed will spend more and shop more at retailers that provide good customer service. Specialty stores also had the highest customer service expectations from consumers, with a rating of 4.32 out of 5.0. Only restaurants, with a rating of 4.39, had higher customer service expectations. Discount stores had the lowest customer expectations rating at 3.21. This highlights the challenge and notability of a top rating by a specialty retailer such as REI.
David Lemley, of Lemley Design, a Seattle based retail brand design consultancy, praises REI as, "A company that gets it. REI is the brand model to which all retailers should aspire." Lemley also stated, "REI embraced the concept of holistic branding from the inside out. They took the time and effort to discover those unique elements that make REI bond with their customer, then incorporated those characteristics into every aspect of the customer experience." REI stores are also known for their interactive features such as climbing walls, mountain bike trails and cold chambers to test sleeping bags – all in the spirit of providing the ultimate outdoor experience for the customer in a retail setting.
In addition to its top ranking tops with consumers, REI also ranked in the top ten of Fortune Magazine's "Best Companies to Work For." According to Lemley, this emphasizes the success of REI's outstanding internal branding program, "REI employees are excellent brand ambassadors of the REI adventure, and they invite their customers to experience it with them."
The impact of satisfied customers and satisfied employees resulted in satisfied members of the largest consumer cooperative in the U.S. Upon completion of its brand revitalization program in 2002, REI achieved a 200% profit during an economic slowdown and is now debt free for the first time in forty years. In 2005, REI posted sales in excess of $1 billion.
For more information on Lemley Design's core services, as well as a comprehensive case study of the REI project, please go to www.lemleydesign.com.
Lemley Design is a retail brand design consultancy with over twenty years of experience. The Seattle based firm collaborates with retailers on a full range of brand identity and brand communication initiatives. Lemley Design's clients are some of the most recognized and respected names in the retail industry including Starbuck's, The Home Depot and Nordstrom. These companies advocate connecting with the customer on an emotional level to achieve brand loyalty and the building of significant brand equity. Lemley Design has a proven track record of achieving this goal by successfully defining the retail brand within the relevant cultural context.
Contact: Jean Ann Guliano
(401) 885-0437
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