David Jones and Myer narrowly lead Department and Discount stores in satisfaction

Myer and David Jones remain top in customer satisfaction for Department stores* with 89% of their customers either ‘very’ or ‘fairly satisfied’, just narrowly ahead of Target (88%) and the remaining department stores Kmart, Harris Scarfe, Big W and Best & Less.


Satisfaction* with Department and Discount Department Stores


Source: Roy Morgan Single Source Oct 2010 - Sep 2011. Total bought from one or more Department/Discount store(s) in the last 4 weeks n=13,262 .Satisfaction Rating based on respondents who were “very satisfied” or “satisfied” with each store bought from in the last 4 weeks.*Department stores includes Discount Department stores.


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

“The gap in customer satisfaction scores between department stores has decreased from 7% two years ago to 2% currently. The clear leader two years ago was David Jones but have since dropped by 2% points while at the same time Myer, Target, Kmart and Harris Scarfe have all increased.

“With discount stores playing heavily on the low prices message to drive more business, and more customer dollars being spent online compared to last year, the department and discount store landscape has seen some changes through 2011. The recent reported drop in sales for Myer and David Jones, also substantiated by Roy Morgan data, is also evidence of a change in shopping culture. A key contributing factor being the strong exchange rate, increasing the rate of overseas online purchasing of most retail categories.

“Department stores are expanding their online offering further, and this may help curb some of the dollars lost overseas, but with so much prime real estate and staff in store, keeping customers satisfied is more than just about low prices and fast delivery.

“Customer service has always been the point of difference for Myer and David Jones and is an attribute they have leveraged to position themselves as up market destinations. This is something that their customers expect when paying a premium. However, there has been a steady decline in customers reporting that ‘staff are available and helpful’ which has dropped over the last 3 years and likely contributing to the decline in customer satisfaction.”

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