1. BoConcept Customer Survey
August 2005

2. Content Objectives / Project details Methodology
Conclusions & Recommendations
Contact

3. Objectives / Project details
This survey examines attitudes and behavior of both customers and visitors to BoConcept stores around the world.
Overall, the aim of the survey is to examine satisfaction levels with BoConcept and evaluate a number of specific factors in the stores. Furthermore, the survey should provide a profile of BoConcept’s target group and identify how customers/visitors perceive BoConcept and how they learned about the stores.
To obtain information from customers who have bought products at BoConcept and visitors who might have left the shop without buying anything, the research has been divided into two phases, which were conducted as separate surveys:
Customer Survey
Exit Survey

4. Objectives / Project details
Both surveys have been conducted for two different shops in 6 countries:
Denmark (Odense & Copenhagen)
Sweden (Stockholm & Göteborg)
Germany (Berlin & Köln)
Spain (Madrid & Santiago)
England (London & Bournemouth)
The US (Carle Place & Paramus)
This report gather the data from all countries and focuses on total results from the Customer Survey. These results provides an indication of common strengths and weaknesses and also sets the benchmarks for individual countries and future surveys.

5. Methodology
The Exit Survey has been conducted as face-to-face interviews with people leaving the BoConcept shops. BoConcept has performed the data-collection for this part of the research.
Method: Face-to-face
Interviews: 6 X 100
Timing: Week ??
The Customer Survey has been conducted as telephone interviews via CATI (Computer Assisted Telephone Interview). BoConcept has delivered contact lists with people who have shopped in a BoConcept store within the last three months.
Method: CATI
Interviews: 6 X 100 (net 612)
Timing: Week 28 – 29, 2005
The survey is conducted under the terms of ICC/ESOMAR (European society for opinion and marketing research).

6. Conclusions /Recommendations

7. Conclusions & Recommendations
The survey shows that the majority of the respondents are first-time customers at BoConcept.
Less than a third are repeat customers. Of these, two-thirds have shopped in BC 2-3 times.

8. Conclusions & Recommendations
Over all, satisfaction with BoConcept is rather high. 45 % of all respondents are very satisfied and further 34 % are satisfied.
However, can it be accepted that 9 % are very dissatisfied/dissatisfied?
The total satisfaction score is 78 (recalculating 1 0 and 5  100)

9. Conclusions & Recommendations
On a 5-point scale, BC scores 4.14 totally. Denmark manages better while Sweden and Germany are below the international benchmark. However, the differences between the countries are NOT significant.

10. Conclusions & Recommendations
Delivery time of products is one of the main challenges for BC. It has high importance to customers while BC is rated very low (GAP – 21).
Two other points of high importance to customers are personal advice and information about prices on specific products – for both BC is managing quite well.
BC shops are overperforming (exceeding customers expectations) on shop lay-out and design.

11. Conclusions & Recommendations
After-sales service is an aspect that needs more attention from BC. Though the aspect has less importance to the customers there is a large GAP at – 10.
Generally, BC is rated high on most aspects concerning service in the shops.

12. Conclusions & Recommendations
Prime location seems to be a decisive determinator for the shops and their success. Also the front of the shops are important in order to attract customers. 63 % know the shops from passing them.
Almost one out of five have been recommended BC. This emphasizes the importance of all service aspects – including delivery and after-sales.

13. Conclusions & Recommendations
BoConcept’s customers clearly focuses on design which seems to be the main reason for choosing BC.
It is a challenge though that one of the primary USPs for BC – modularity – is rated rather low.

14. Conclusions & Recommendations
The large majority of respondents will choose BoConcept again – in total, 90 % will definitely or probably choose BC next time they shop furniture.

15. Conclusions & Recommendations
There are some differences between the countries though not significant.
Denmark scores lower but with 12 % who answers ”DK”.
Germany also scores less than the mean as they did for the over all satisfaction.

16. Conclusions & Recommendations
12 % of the customers that bought a BC product are not aware that BC has a main catalogue. Since 86 % of the respondents that are aware of the catalogue actually use it, it could be good policy to hand all customers a catalogue.

17. Conclusions & Recommendations
In total 46 % of all customers have visited BoConcept’s home page before they bought a product.
However, the use of the homepage varies significantly from country to country.

18. Conclusions & Recommendations
It seems that the vast majority of BC’s customers are very focused on design.
This underlines the finding that they mainly perceive BoConcept as positioned on the design aspect.

19. Conclusions & Recommendations
For all countries, the customers at BoConcept are clearly from the relatively younger age groups. 71 % of the respondents are between 25 – 44 years.

20. Conclusions & Recommendations
The results show no differences on gender.
But the majority of customers have no children.

21. Conclusions & Recommendations
The profile of a typical BC customer is M/F, between 25 and 44 years old and with a relatively high income. He/she is either single or living with a partner but with no children.

22. Contact Jacob Høgild hoegild@wilke.dk Researcher +45 33 26 71 27
Please do not hesitate to give us a call if you need further information or have any comments.