Roy Morgan Research last night revealed the winners of its 2nd annual Customer Satisfaction Awards for Retail at a gala dinner in Melbourne.
In the highly competitive Retail category, customer satisfaction is a core defence against the rise of online and the emergence of international giants opening local stores.
Australians spent over $22 billion online in 2012. Store retailers need to offer things not available online, and chief amongst these is personal service – a key factor in customer satisfaction, recommendation and loyalty.
These Roy Morgan Customer Satisfaction award-winners managed to keep a customer focus in a tough marketplace and outdo their industry competitors.
Supercheap Auto wins 2012 Auto Store of the Year
Three auto stores were well in contention: Supercheap Auto launched its Club Plus loyalty card and started the year with six consecutive wins. A mid-year surge from Repco came too late to change the outcome but puts the group in good stead entering 2013.
Guardian wins 2012 Chemist of the Year
In the first quarter, Guardian quickly rose fifth to third to first, taking the lead from Chemist Warehouse. From May onwards, it was a tussle between these two. However Guardian took out the last five in a row for a total of seven, while Chemist Warehouse ended with four wins, settling for second the other eight months.
Suzanne Grae wins 2012 Clothing Store of the Year
The closest category of all in 2012: four stores each took home three wins. Jacqui E took the first quarter, Suzanne Grae the next. Bras N Things and Pumpkin Patch became contenders in the second half but in the end Suzanne Grae took it out on points.
Michel’s Patisserie wins 2012 Coffee Shop of the Year
With local cafes out of the running due to small sample sizes, this category pits the big chains against each other. Last year’s winner, Michel’s, started off in bronze behind Donut King and Muffin break but by August had regained its mojo, storming to the finish with five in a row.
Home Hardware wins 2012 Hardware Store of the Year
2012 was the year Home Hardware trumped rival and last year’s winner, Bunnings. Each won six individual months but Home Hardware took it on points. No other store got a look in at the top but Mitre 10 made a move from third to second in the last couple of months.
JB Hi-Fi wins 2012 Music/Book Store of the Year
JB has won for the second consecutive year, however one small step backward in September handed the lead to Dymocks. JB will now need to step it up if it wants to reclaim the title going into 2013.
Williams the Shoemen wins 2012 Shoe Store of the Year
Once again, Williams dominated the shoe category throughout the year. Mathers managed to win twice but couldn’t sustain momentum and otherwise had to settle for alternating for silver and bronze with The Athlete’s Foot.
Sports Power wins 2012 Sport Store of the Year
In another tightly contested race, Sports Power and Rebel Sport flip-flopped for the trophy throughout the year, finishing with six wins apiece. Closer examination of month-to-month scoring gave it to Sports Power. Everyone’s end-of-year scores were down on the first half, however, so 2013 is already a wide open race.
Michele Levine, CEO, Roy Morgan Research, says:
“The current annual 2.7% growth rate in retail sales is well below the long term average. With competing pressure from online, it is vital for retailers to satisfy every one of those customers who visit their stores.
“Now in only its second year, these Awards are already recognised as currency in many industries, being the most accurate and trusted indicators of customer satisfaction in Australia.
“By integrating customer satisfaction measures with our world-leading Consumer and Business Single Source surveys, we offer businesses incomparable research into just how satisfied their customers are and areas where they could improve.
“Roy Morgan Research congratulates not only the winners but all successful businesses, large and small, that consistently aim to satisfy their customers.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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