Four oil companies featured in the UK’s top 50 high street brands, according to key findings from the High Street Happiness Survey, organised by The Activate Solutions Group.
Shell came top of the forecourt retail sector, ranking 21st in the top 50 brands list. Esso dealer sites came second, achieving 44th place overall, followed by BP, which came in at number 47. Texaco ranked fourth of the forecourt retailers, coming in at 50th overall.
The survey looked into the levels of customer satisfaction being provided by the UK’s top high street brands. Using 60 field agents the survey reached 10 high streets across the country over a two-week period, incorporating brands from 14 different sectors. A net promoter scoring system was used to measure factors relating to the sites themselves, the level of service being provided and the emotional response customers had to the experience overall.
By using the recommendation ranking, which incorporates all other elements of the survey, Activate was able to identify the top 50 high street brands, four of which were the above oil company brands.
The research was conducted using The Activate Solutions Group’s new XCell data collection service, which gives retailers and service providers the ability to audit customer experiences across all retail, service and online sites in any sector nationwide.
Mike Cottman, CEO of The Activate Solutions Group, comments: “Our survey was designed to show where the weaknesses and strengths lie on the great British high street.
Of the 14 different sectors we looked at, petrol retailers achieved 10th place, which shows definite room from improvement. We all know consumers these days demand a lot more from their high street experiences and while forecourts will never be top when it comes to these factors, that doesn’t mean they can afford to ignore them entirely. Tracking data of this type is the best way to begin addressing these issues.”