Costco Canada Tops for Customer Satisfaction in New Survey

August 20th, 2013 · 3 Comments

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.

Forum Poll, August 14, 2013:  Customer Satisfaction for Canadian Retailers

Forum Poll, August 14, 2013: Customer Satisfaction for Canadian Retailers

Here are the results:

  1. Costco 62%
  2. Ogilvy 59%
  3. Walmart 40%
  4. Hudson’s Bay 40%
  5. Marshalls 35%
  6. Winners 35%
  7. Sears 34%
  8. Holt Renfrew 32%
  9. Target 27%

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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3 Responses so far ↓

  1. 1 Jon // 2013.09.28 at 10:51 pm

    Target pretty much said from the outset, “we’re charging more in Canada because we can.” That soured me on them; haven’t set foot in a Canadian Target.

  2. 2 alex // 2013.08.25 at 1:58 pm

    Given the paucity of choice compared to south of the border with retail in general, Costco canada is alright.

    however, they are stocking fewer and fewer kirkland signature products, eg their shampoo has disappeared. and over the years i have seen the amount of Procter and Gamble brands grow larger and larger and i dont want to pay a P&G premium when I could buy a high quality low cost private label item instead. Have also found that the voucher booklets, be they exec members’ or otherwise are crammed with P&G stuff relative to other brands.

    More Kirkland Signature goods needed right across the board!

  3. 3 Paul // 2013.08.21 at 11:08 am

    Ogilvy is a high end retailer, and I believe they have only one location, in Montreal http://ogilvycanada.com/en/

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