Analysis of 2 649 reviews reveal OBI’s returning issues

OBI is a Germany-based multinational home improvement supply retailer. It is the world’s third-largest DIY retailer and the largest in Europe. As a DIY retailer, customers are often non-professionals, and as such make mistakes. But apparently, returning items can be an unsatisfying experience.

Why do we say this?

The most talked-about topic, “delivered”, occurs in 35% of all cases. With its average grade of 2,95 / 5, it is higher than the overall average of 2,34 / 5. This topic is most often seen alongside “quickly”, which appears in 29% of these reviews. Sentiment has been on a rising trend since 2016, but this growth has stagnated between 2019 and 2020. How often this topic is mentioned has been dropping since 2018. While the decrease is slow, it is still statistically apparent. 

Regarding “quickly”, it has the highest rating of any topic with an average of 3,17 and an occurrence of 29%. Sentiment had a drastic drop between 2015 and 2016 but has since then slowly improved. There is quite a way to go before sentiment is back to the level it once was at. The occurrence has been around the same since 2016, with only minor fluctuations.

On the other hand, we have “return”, with its 9% occurrence and an average grade of 1,42 / 5. Apart from a drop in mentions from 2016 to 2017, the occurrence has been hovering at about the same percentage of occurrence. The sentiment, however, has only been more or less negative, with no real increases or decreases to speak of. Only minor changes have happened since 2016 which is how far back our data go.

Conclusion and suggestions

Customers are happy with their deliveries. A simple conclusion from the topics discussed can tell that customers sincerely appreciate the fast delivery times. To no surprise, orders are placed when needed and not very often in advance. Since OBI sells home improvement supplies for DIY projects, most customers are private individuals. As such, many people are not experienced in DIY projects, and therefore make mistakes.

However, these mistakes are not always easy to attend. The most negative topic is “return”, suggesting either problems with returning wrong deliveries or returning incorrect purchases. No matter the reason, when a customer wants a return something went wrong somewhere. As such, priority should be to not aggravate customers further but it seems that is exactly what OBI has done. In order to keep their customers coming back, they should address their issues with returns.

The research team at Gavagai performed this analysis using our AI-powered text analysis tool, Gavagai Explorer. All texts analyzed in this article are collected from public online data published on Trustpilot.

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