Wednesday, October 21st, 2015 - Roy Morgan Research

For the sixth consecutive month, Harris Scarfe has taken out top spot in the Discount Department Store category of the Roy Morgan Research Customer Satisfaction Awards with a score of 90%, comfortably ahead of its perennial rival, Target (winner of 2014’s Discount Department Store of the Year) with 88%.

Whereas retail giants Target, Big W and Kmart see anywhere between 6 and 7.5 million shoppers pass through their check-outs in an average four weeks, Harris Scarfe is a relatively small player in the Discount Department Store category, serving around 656,000 customers in the same time period. But when nine out of every 10 of those customers say they’re satisfied with the store, it becomes a clear case of quality over quantity.

In second and third positions with satisfaction ratings of 88% and 87% respectively, Target and Target Country are also doing well, while Kmart, Big W and Best & Less are all hovering either side of the 86% mark. There has been no change in these ratings in the past month.

Customer satisfaction: discount department stores, August 2015


Source: Roy Morgan Single Source (Australia), September 2014 – August 2015 (n=15,780).

Harris Scarfe and Target Country are the big improvers since the same time last year, with the former jumping from an 83% satisfaction rating in August 2014 and the latter increasing from 82%.

Satisfaction for the other stores has remained relatively stable.

Andrew Price, General Manager – Consumer Products, Roy Morgan Research, says:

“Since we last reported on customer satisfaction for discount department stores, Harris Scarfe has snatched top spot from last year’s Discount Department Store of the year, Target, and held onto it for dear life. It may be modestly sized in department store terms, but Harris Scarfe’s excellent scores over the last few months suggest that size does not always matter.

“The remaining months of 2015 will be very interesting indeed: will Harris Scarfe repeat its 2013 triumph and regain the Discount Department Store of the Year title, or will Target stage a customer-satisfaction comeback and make it two years in a row?

“Meanwhile, Woolworths-owned Big W, in the news recently for its declining profits, has at least managed to maintain a stable level of customer satisfaction over the last 12 months. But with supermarket chain ALDI’s entrance into the discount children’s-wear market through a much-feted collaboration with Aussie designer Colette Dinnigan, one has to wonder whether Big W (or any of the other discount department stores) will be affected by this powerful new player in their space…”

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retail, harris scarfe, discount department stores, target, big w, kmart, customer satisfaction




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