Wednesday, February 22nd, 2012
According to the latest Roy Morgan October 2011 data, Paper Plus have the highest proportion of satisfied* customers of book stores in New Zealand.
For the 12 months to October 2011, 89% of customers that made a purchase from Paper Plus in the last 4 weeks said they were satisfied with Paper Plus, ahead of Take Note (88%) and Whitcoulls (86%).

However, the 12 months to October 2010, Whitcoulls had the highest proportion of customer satisfaction on 88%, followed by Paper Plus (87%) and then Take Note (83%).

Bookstore Satisfaction – Top 5

Source: Roy Morgan Single Source (NZ) November 2009 – October 2010 n= 3608 & November 2010 – October 2011,
n= 3,622 *Satisfied = either very or fairly satisfied with bookstore.

Pip Elliott, Client Services Director, Roy Morgan Research, says:
“For the first time in the last five years Paper Plus has taken the top spot for Book Store customer satisfaction from a battle that has previously been constantly fought between Whitcoulls and Borders. In 2010 Whitcoulls had the highest portion of satisfied customers with 88%, in 2009 Borders with 89%, in 2008 Whitcoulls again, and 2007 back to Borders. However, Whitcoulls and Borders were merged into the same entity in 2011. Since then, Borders stores have been rebranded as Whitcoulls and no longer operate independently.

“The biggest improver over the last 12 months was Dymocks, customer satisfaction went up by 14% points from the previous year and is now at 83%. Satisfaction levels for Whitcoulls have declined over the last 12 months as the bankruptcy of parent company RED Group raised questions about whether Whitcoulls would honour their already paid for gift vouchers. This issue was resolved in May when new owners, the Norman family, promised to honour all existing Whitcoulls gift vouchers. Over the last 12 months following the parent company’s bankruptcy Whitcoulls has declined in customer satisfaction from first place to third.

“With Satisfaction being one of the key drivers of future store loyalty, this is a key metric for all book stores to be aware of and to look how this has changed over time for the different book stores.”

An extensive range of detailed Roy Morgan Bookstore customer profiles is available, including Paper Plus, Take Note, and Whitcoulls. Roy Morgan Research Consumer Profile contains insightful quantitative data in ready-to-copy-and-paste charts and graphs that can be an invaluable resource for your market review, strategic marketing planning, advertising brief development, management update presentation or conference address.

Contact Profile

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.
Shaun Ellis
P: 03 9224 5332


bookstore survey



More Formats

View QR Code