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Rebel well placed to take on Decathlon

Source: Roy Morgan Single Source Australia, December 2015 – November 2016, n = 14,348, September 2016 – August 2017. n=14,787 & December 2016 – November 2017, n = 15,145. Base: Australians 14+.
Rebel is again Australia’s leading sports store with a customer satisfaction rating of 89.2% in November, up 3.0% from a year ago, as competition hots up in Australia’s billion dollar plus sporting goods market.

Rebel has built on several monthly victories in 2017 and is favoured to perform strongly in next month’s 2017 Australian Roy Morgan Annual Customer Satisfaction Awards although closest rival Sports Power also scored an impressive customer satisfaction rating of 86.5% in November up a significant 2.5% over the past year.

French sports store giant Decathlon entered the Australian sporting goods market in 2016 – analysed in detail by Roy Morgan here with an online presence although the Decathlon ‘warehouse’ store opened pre-Christmas in suburban Sydney is the first of the up to 100 sports stores Decathlon plans to open in Australia.


Roy Morgan Sports Store Customer Satisfaction November 2017

Roy Morgan Shoe Store Customer Satisfaction - November 2017

Source: Roy Morgan Single Source Australia, December 2015 – November 2016, n = 14,348, September 2016 – August 2017. n=14,787 & December 2016 – November 2017, n = 15,145. Base: Australians 14+.


Michele Levine, CEO, Roy Morgan, says the entry of Decathlon to the Australian sporting goods market provides a massive challenge to market leaders Rebel:

“Rebel is once again a clear leader in the Australian sports store market with a customer satisfaction rating of 89.2% in November enough to edge out rival sporting goods stores Sports Power close behind on 86.5% and Sportsco on 73.7%.

“All three managed to increase their customer satisfaction over the last 12 months although Rebel increased their lead since we last analysed this market closely in August 2017 here.

“Rebel’s performance in 2017 has been exceptional with the company taking out several monthly Roy Morgan Customer Satisfaction Awards during the year and heavily favoured to build on its successive victories (2015 & 2016) in the Australian Roy Morgan Annual Customer Satisfaction Awards held next month (February 2017).

“However, the entry of French sporting goods store giant Decathlon (which has over 1,100 stores globally) into the Australian retail market provides a huge challenge to Rebel. Decathlon which is known as the ‘Aldi’ of the sporting goods world, competes heavily on price and is set to significantly ramp up its on the ground retail presence in Australia.

“Detailed Roy Morgan analysis of the Australian sporting goods market in the year to September 2017 reveals the market-leading Rebel capturing about 20% of the $1.2 billion market equal to over $230 million well ahead of rivals Sports Power and major department stores including Kmart, Big W and Target.

”However the diffuse nature of the Australian sporting goods market, and the opportunity for both new entrant Decathlon, and the existing market leaders Rebel, relies on capturing more of the over $300 million (25% of the market) spent through various online outlets and even more so the nearly $550 million (46%) spent at other, smaller, stores and outlets.”

The Roy Morgan Customer Satisfaction Awards highlight the winners but this is only the tip of the iceberg. Roy Morgan tracks customer satisfaction, engagement, loyalty, advocacy and NPS across a wide range of industries and brands. This data can be analysed by month for your brand and importantly your competitive set.

Need to know what is driving your customer satisfaction?

Check out the new Roy Morgan Customer Satisfaction Dashboard at http://www.roymorganonlinestore.com/Awards.aspx

For comments or more information about Roy Morgan’s retail and Customer Satisfaction data, or for anyone interested in attending this year’s annual Roy Morgan Customer Satisfaction Awards please contact:

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