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JB Hi-Fi wins again, but Freedom biggest improver

Source: Roy Morgan Single Source Australia, December 2015 – November 2016, n=14,348 and December 2016 – November 2017. n=15,145. Base: Australians 14+.
JB Hi-Fi is again Australia’s leading electrical and furniture retailer with a customer satisfaction rating of 90.9% in November solidifying the electrical retailer’s favoured position to win the annual award for the category at the 2017 Annual Roy Morgan Customer Satisfaction Awards being held in February.

JB Hi-Fi’s customer satisfaction improved 0.5% from a year ago to hold off a fast improving Ikea on 89.6% - and up 5.2% from a year ago, and ahead of JB Hi-Fi stablemate, and 2016 Annual Roy Morgan Customer Satisfaction Award winner for Electrical and Furniture retailers, The Good Guys on 88.7%.

However, the biggest improver over the past year was Steinhoff Asia-Pacific owned Freedom, which increased an impressive 6.4% to a customer satisfaction rating of 81.8% in November – its highest rating for nearly four years since April 2014.


Roy Morgan Furniture/Electrical Store Customer Satisfaction November 2017

Roy Morgan Furniture & Electrical Stores Customer Satisfaction - November 2017 - JB Hi-Fi wins again

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

Michele Levine, CEO, Roy Morgan, says JB Hi-Fi looks set to claim its first victory in the Electrical & Furniture Annual Awards Customer Satisfaction category building on victories in 2011, 2012 & 2013 as Australia’s best music store:

“JB Hi-Fi has maintained its market-leading performance with a customer satisfaction rating of 90.9% in November 2017 enough to win another monthly Roy Morgan Customer Satisfaction Award and putting JB Hi-Fi in the box seat to win its fourth Roy Morgan Annual Customer Satisfaction Award at the 2017 Awards being held in February.

“JB Hi-Fi narrowly beat out Swedish retailer Ikea in November on a much improved customer satisfaction rating of 89.6% (up 5.2% from a year ago) and JB Hi-Fi acquisition The Good Guys in third place with a customer satisfaction rating of 88.7%.

“Deloitte Consulting’s annual Global Power of Retailing Report released earlier this week named JB Hi-Fi as Australia’s third largest retailer amongst the world’s top 250 retailers following JB Hi-Fi’s purchase of The Good Guys for $870 million late in 2016 behind only supermarket giants Wesfarmers and Woolworths.

“The consistently strong performance of both JB Hi-Fi’s and The Good Guys in the Annual Roy Morgan Customer Satisfaction Awards bodes well for the future growth of the retailer – between them JB Hi-Fi and The Good Guys have won a total of 8 Annual Roy Morgan Customer Satisfaction Awards since 2011.

“South African owned furniture retailers Freedom and Fantastic Furniture have been in the news of late as parent company Steinhoff International Holdings has faced a raft of accounting related problems. Steinhoff’s shares have fallen over 80% since early December as concerns have mounted about the level of debt carried by the retailer.

“In an effort to raise ‘quick cash’ Steinhoff has raised over $1 billion selling down various stake-holdings including a substantial stake in a South African financial services firm, the sale of land-holdings in Europe and even the corporate jet.

“The good news for Steinhoff is that their two leading furniture retailers in Australia –Freedom and Fantastic Furniture have been performing well with both enjoying customer satisfaction ratings well above 80%.

“Steinhoff’s original purchase in Australia, Freedom, had a customer satisfaction rating of 84.4% in November 2017 – the highest since April 2014 while recent purchase Fantastic Furniture (purchased by Steinhoff Asia-Pacific in October 2016) has consistently achieved customer satisfaction well above 80% for the last two years.

“The strong performance of Freedom and Fantastic Furniture, as well as additional Steinhoff furniture outlets including Snooze, Bay Leather Republic and Plush, represent attractive targets for firms considering expanding their presence in the Australian furniture market.”

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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