Source: Roy Morgan Single Source Australia, October 2014 – September 2015, n=15,668; October 2015 – September 2016, n=14,416; October 2016 – September 2017. n=14,910. Base: Australians 14+.
The Reject Shop is again Australia’s leading discount variety store with a customer satisfaction rating of 85.4% in September virtually unchanged from a year ago in 2016 and down only slightly since September 2015 – down 1.2%.
In contrast, The Reject Shop’s main competitor in the category, Dimmeys, has suffered a sharp fall in customer satisfaction over the last year, down 8.6% to 75.4% and has plenty of work to do to bridge the gap on the market leader.
Roy Morgan Discount Variety Store Customer Satisfaction September 2017
Source: Roy Morgan Single Source Australia, October 2014 – September 2015, n=15,668; October 2015 – September 2016, n=14,416; October 2016 – September 2017. n=14,910. Base: Australians 14+.
Michele Levine, CEO, Roy Morgan Research, says:
“Australia’s discount variety store market has contracted markedly in recent years with the voluntary administration of Discount Superstores Group (DSG) forcing the closure of discount variety store subsidiaries Crazy Clark’s, Go-Lo’s and Sam’s Warehouse.
“The demise of these rivals has solidified The Reject Shop’s position as Australia’s leading discount variety store and the group can now boast a customer satisfaction rating of 85.4% in September 2017 and is well positioned to build on five consecutive victories in the Roy Morgan Annual Customer Satisfaction Awards (2012, 2013, 2014, 2015 & 2016).
“The main competition to The Reject Shop, which now has over 340 stores around Australia comes from the smaller Victorian based retailer Dimmeys with more than 40 stores throughout eastern and southern Australia. However, Dimmeys customer satisfaction has lost ground over the past year and was at 75.4% in September, down a significant 8.6% from a year ago.”
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