Housewares retailers excel in ‘Retail Alternative Superbrands 2016’ league

Several housewares multiples have made it to the ‘Retail Alternative Superbrands 2016’ Top Ten, compiled by data company Ikano Insight.

Explaining the launch of ‘Retail Alternative Superbrands 2016′, Ikano Insight said:  ‘Using consumer feedback, we have hand-picked our Retail Alternative Superbrands based on the matters close to our heart.

‘These are the brands that truly understand their customers and put them first; demonstrating long-term customer loyalty and engagement levels.

‘Whilst they may not all be the largest or most well-known, we believe these are some of Britain’s greatest brands, measured against the following [factors]: impression; quality; value for money; satisfaction; consideration; purchase intent; buzz [ie whether the brand is being talked about]; and reputation.

‘These brands all demonstrate exceptional brand health through measures such as sustained quality perceptions, strong satisfaction or likelihood to be recommended.’

Ikano Insight’s Alternative Superbrands 2016 Top Ten is as follows:

1. George at Asda

2. Marks & Spencer

3. Booths Supermarkets

4. Lakeland

5. Screwfix

6. Habitat

7. Home Bargains

8. Waterstones

9. Wilko

10. Toolstation  

Lakeland is in fifth place for quality within the high street retail category, and had a score of 40.8 at the end of 2015, compared with 39.5 for superbrand category winner Amazon. Ikano Insight said: ‘Innovation and a clever collaboration with ‘The Great British Bake Off’ helped ensure that Lakeland maintained a strong reputation score of 26.4 against Amazon’s 19.9.’

For Habitat, Ikano Insight said: ‘Trading for over 50 years, Habitat is another well-known brand that brought simple, sleek, well designed European furniture to the UK. Most recently Habitat has expanded its mini offering in Homebase, taking its Mini Habitat stores to approximately 80, so it’s no surprise that its scores for impression, satisfaction and consideration have increased in the last 12 months. Ranked in third position for quality in the general retail category, and ahead of Ikea, its score has risen to 26.’

Home Bargains ‘does exactly what it says on the tin,’ according to Ikano Insight. ‘With an unwavering score for value and remaining in first place within the high street retail category through 2015, this discount store retailer has got it right. It also beat superbrand Boots for value, and ended 2015 with a score of 36.9 against Boots’ 23.5. Home Bargains also rose in the ranks for satisfaction and purchase intent. With ambitious plans for growth from 400-plus current stores to 800 within the next six to eight years, we expect to see this brand continue to thrive in the ever-competitive discount store landscape.’

Ikano Insight’s comment for Wilko is: ‘This value for money retailer has felt the pressure of discount stores B&M and Poundland entering the market. ‘Despite the hit on market share, Wilko is still favoured among many and has reached the number one ranking position for value, a shift from second place in the general retail category. Wilko also holds the top ranking position for satisfaction, and in the last 12 months has seen growth in its recommend and buzz scores.’

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