Source: Roy Morgan Single Source Australia, Oct. 2017 –Sep. 2018, n= 9,818. Oct. 2018 –Sept. 2019, n = 8,686.
Base: Australians aged 14+ who shopped at a discount department store.
New research from Roy Morgan shows Harris Scarfe has Australia’s most satisfied discount department store customers, with a satisfaction rating of 91% in September putting it ahead of rivals Kmart and Best & Less, both on 89%. Big W and Costco are in equal fourth on 88%.
These are the latest results from Roy Morgan’s Discount Department Stores Satisfaction Report which is based on in-depth personal interviews conducted face-to-face with over 50,000 Australians each year in their own homes, including more than 8,500 who shop at a discount department store in an average four weeks.
Harris Scarfe, Best & Less and Target Country were the big improvers over the past year
The biggest improvement over the past year came from Harris Scarfe which rose 5% points and Best & Less which is up 3% points. Both chains are owned by the renamed Greenlit Brands (formerly Steinhoff Asia-Pacific).
Just outside the top five in September was Target Country which increased 4% points to 87%, while Big W improved 1% point to 88%. Kmart and Costco are unchanged on a year ago.
The latest victory for Harris Scarfe continues a run of monthly wins that puts the retailer in prime position to claim the year’s overall award for the first time since 2015.
Discount Department Store Customer Satisfaction - Top 5 2018 vs. 2019
Source: Roy Morgan Single Source Australia, Oct. 2017 –Sep. 2018, n= 9,818. Oct. 2018 –Sept. 2019, n = 8,686. Base: Australians aged 14+ who shopped at a discount department store.
Michele Levine, CEO of Roy Morgan, says:
“Harris Scarfe’s victory in the Roy Morgan Discount Department Store Customer Satisfaction Award for September was a result of a big improvement over the year, up 5% points from 86% to 91%.
“Customer satisfaction ratings for Discount Department Stores are at a high level currently, with all top five stores enjoying a rating of at least 88%. These excellent ratings show that traditional retailers Harris Scarfe, Kmart, Best & Less, Costco, Big W and others are taking the threat posed by online retailers seriously.
“In an increasingly competitive environment, with intense competition on price and service from online retailers such as Amazon, maintaining a high level of customer satisfaction and building a reputation of trust is key.”
View the Discount Department Stores Customer Satisfaction Report.
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