As I reported last week, Costco gas is tops in North America. And now there’s a survey that demonstrates that Costco Canada is tops in customers satisfaction too. According to a phone survey conducted by Forum Research in Canada, Costco gets high marks for customer satisfaction when compared to retailers such as Target, Walmart, Sears, and Hudson’s Bay. Forum Research conducted their telephone survey of a random sampling of 1,578 Canadians over the age of 18 on August 14 to determine the level of satisfaction of shoppers in the last 12 months. Customers were asked to rate their shopping experiences from 1 to 4. The results are great for Costco, less so for Target, which is a new player in the Canadian market.
|Here are the results:
As you can see from those results, Costco handily exceeds the nearest competitor with their score of 62%, with the majority of retailers clumped between a range of 30 – 40% satisfaction. And then of course, Target brings up the bottom of the ratings with a 27%. I’m not sure who Ogilvy is, but it doesn’t seem like it is included in the results for all of the news outlets, so I’m a bit confused about how they fit in in the Canadian retail world.
“Considering that nearly everyone who shops at Costco is satisfied with the store, they are the natural leaders. It is interesting to see Target dropping the ball on customer satisfaction after the big entrance they made into the market,” said Forum Research President Dr. Lorne Bozinoff
The results also compared ratings to a survey conducted in April. Costco remained constant, however, Target and Sears both declined. Marshall’s had the greatest gains going from a pretty low score of 24% to a 35% satisfaction rating in the August survey.
Target is quite new to the Canadian market having just made a splashy entrance in March. Apparently, people had very high hopes for Target Canada, thinking it would be like Target stores in the US. Unfortunately for Target, that isn’t how shoppers feel now after having shopped there for a few months. Shoppers complain of low inventory and prices that are higher than the US.
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