Australia’s favourite department stores named

reject shopThe Reject Shop, Target, and Myer are leading the way in Roy Morgan’s Customer Satisfaction results for February.

The Reject Shop has outperformed its rivals every month for the last 12 months in the Discount Variety Store category, as well as taking out the Annual Customer Satisfaction Award every year since 2012.

Its customer satisfaction rating for February was 86 per cent, its best result in the last 12 months. Its nearest rival, Sam’s Warehouse, scored 82 per cent.

Less than a per cent separated the top three scoring stores in the Discount Department Store category. In the lead is Discount Department Store of the Year for 2014, Target, with an 88 per cent customer satisfaction rating, but Harris Scarfe (a fraction less than 88 per cent) and Best & Less (just over 87 per cent) were hot on its heels.

Target has led its category for 11 of the last 12 months. More than 6 million people purchase something from a Target store in an average four week period, so a rating of 88 per cent represents around 5.4 million satisfied customers.

With only two candidates in the Department Store category, it’s always a close race, but for the sixth consecutive month Myer took top spot with a score of 88 per cent, but David Jones was not far behind on 86 per cent.

Michele Levine, CEO, Roy Morgan Research, said Roy Morgan’s Single Source surveys 50,000 Australians each year, and provides an accurate, regularly updated snapshot of how the country’s consumers feel about the companies they do business with.

“All of this month’s Department Store winners regularly top their categories, convincing proof of their ongoing commitment to providing the best possible retail experience for their customers. And obviously, the more satisfied a store’s customers are, the more likely they are to keep returning.”

Screen Shot 2015-04-27 at 1.33.11 pm

 Source: Roy Morgan Single Source (Australia), March 2014 – February 2015 (n=15,990). Base: Australians 14+



  1. Mark Edmonds posted on April 27, 2015

    I think this is a bit poor given that Sams Warehouse and GoLo shut in Aug 2014, 8 months ago. How valid are these figures?

  2. Michael Compendium posted on April 28, 2015

    I think Roy Morgan must be asking these questions to the same people who voted labour into power.

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