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Guardian, Colorado and Borders Top Non-Food Retail Customer Satisfaction

Article No. 952 - Source: Roy Morgan Single Source (July 2008-June 2009). n=20,087.: October 15, 2009

Click here to purchase a detailed Roy Morgan Customer Satisfaction Report and profiles of major retailers in Australia

New research exploring trends in retail customer satisfaction shows a diverse group of top performers for the current year - covering chemists, clothing, books, Australiana and media. At the top of the list is Guardian with 94.3% of customers satisfied. Closely following are Colorado (93.5%), Borders (92.9%), Australian Geographic Shop (92.6%) and Jacqui E (92.3%) rounding out the top 5.

The average level of satisfaction across all 80 stores continuously tracked is 87.1%. With less than 10 percentage points difference between the best (Guardian at 94.3%) and the average of all 80 stores (87.1%) it is clear that even a few points could make a large difference to the performance of each retailer.

Non-Food Retail Satisfaction* — Top 10

Source: Roy Morgan Single Source (July 2008-June 2009). n=20,087; *Percentage of customers ‘very satisfied’ or ‘fairly satisfied’ with that store

Norman Morris, Industry Communications Director, Roy Morgan Research says:

“There is less than a 2% difference between Borders and Angus & Robertson. In this market a 2% or 3% shift in customer satisfaction is an important indicator of the future direction of the store’s customer numbers, as well as its share of its customer’s dollars.

“The banks have understood the importance of customer satisfaction in terms of loyalty and profitability for years and now retailers are paying close attention.”

For a report ranking 80 Australian non-food retailers by customer satisfaction (including trends in satisfaction over 5 years) or for detailed Roy Morgan profiles of the customers of major retailers in Australia — visit the Roy Morgan Online Store.

For comments or further detail, please contact:

Norman Morris, Industry Communications Director

Email: Norman.Morris@roymorgan.com

Telephone: +61 (03) 9224 5172; Mobile: +61 402 014 474