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The Athlete’s Foot satisfied 84% of its customers

Source: Roy Morgan Single Source Australia, September 2017 – August 2018, n=14,985, September 2018 – August 2019, n= 14,005. Base: Australians 14+.
New Roy Morgan customer satisfaction shows The Athlete’s Foot as the Shoe Store of the Month for November with a rating of 84%. Since winning its first satisfaction award for 2019 in May, The Athlete’s Foot has gone on to win seven straight monthly awards.

The Roy Morgan Shoe Store Customer Satisfaction Report shows The Athlete’s Foot holding a comfortable lead with a customer satisfaction rating of 84%, ahead of both Williams (74%) and Spendless Shoes (71%).

These newly released customer satisfaction ratings have been taken from the Roy Morgan Single Source survey, compiled by in-depth face-to-face interviews with over 50,000 Australians each year in their homes.

Roy Morgan CEO Michele Levine says that The Athlete’s Foot has been rewarded for maintaining stable customer satisfaction ratings over the past three years, in an industry that is experiencing considerable fluctuations in satisfaction levels.

The Athlete’s Foot’s satisfaction rating of 84% is only down 2% compared with three years ago. This is in contrast to Williams on 74%, which has decreased 10% over the same period, and Spendless Shoes, now part of the Novo Shoes Group, on 71%, dropping 16%.”

Leading shoe store customer satisfaction ratings

Source: Roy Morgan Single Source Australia, December 2016 – November 2017, n = 1,079. December 2017 – November 2018, n = 956. December 2018 – November 2019, n = 962. Base: Australians 14+ who purchased from a shoe store in the past four weeks.

Who are the customers of The Athlete’s Foot? 

The Roy Morgan Athlete’s Foot profile tells us the typical customer belongs to the Leading Lifestyles Roy Morgan Helix Community. Focused on success and career and family, people in the Leading Lifestyles Community are proud of their prosperity and achievements. They are big spenders and enjoy cultured living to the max.

Within the Leading Lifestyles Helix Community, the brand’s average customer likely belongs to the Humanitarians Helix Persona. Humanitarians are high income, young, up and coming professionals with a firm left leaning. Highly educated and cultured, they embrace the best of city living but do so with a solid social conscience.

Regarding media consumption, The Athlete’s Foot customer is more likely than the average Australian to listen to the radio in the car, to always read the business section of the newspaper, and to enjoy buying magazines.

In terms of holidays, they are more likely than the average Australian to prefer to holiday overseas, to travel in big cities, and to sometimes arrange travel for family and friends. They are also more likely to go away on weekends.

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About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

1,000

±3.0

±2.7

±1.9

±1.3

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2