Sue Chetwin –
Consumer NZ has announced the best and worst performers from its 2015 Retailer Satisfaction Survey.
Among home appliance and technology retailers, ‘100% Appliances,’ ‘Mighty Ape’ and ‘Heathcote Appliances’ had the most satisfied customers.
‘100% Appliances’ and ‘Heathcote Appliances’ also rated above average for point-of-sale and after-sale service.
Customers of online retailer ‘Mighty Ape’ particularly liked its delivery speed and ordering process. However, big-box retailers such as ‘JB HiFi,’ ‘Noel Leeming’ and ‘Harvey Norman,’ competing in the same space, did not fare as well. Just over 40% of their customers would recommend them.
Consumer NZ received responses from nearly 10,000 members about their experiences with 45 stores.
Hearty response
We asked our members how likely they were to recommend a store. That figure was used to rank them. Members were also asked to rate stores on performance, including product range and customer service.
A heart-warming result from the survey was when it comes to keeping customers happy, you can’t beat good old-fashioned customer service.
The survey looked at furniture and bedding stores, hardware, DIY and automotive, home appliances and technology, and carpet and flooring stores.
POP liked
South Island-based ‘McKenzie and Willis’ was the furniture and bedding store most likely to be recommended by customers. People liked its point-of-sale service but were less happy with prices. ‘Bedpost’ and ‘Beds R Us’ were the only retailers in this category to score above average for point-of-sale and after-sale service.
National chain ‘Farmers’ rated better than average for price and overall satisfaction. ‘Briscoes’ customers rated it above average for range and price but were less likely to be satisfied with its point-of-sale service. The furniture stores least likely to be recommended were ‘Early Settler,’ ‘Freedom Furniture’ and ‘Nood.’
Hardware hammers
In the hardware, DIY and automotive space, Hammer Hardware was the most likely to be recommended. ‘Mitre 10’ was the only retailer to rate above average for range, point-of-sale service and overall satisfaction. Poor performers in this category were ‘The Warehouse and’ ‘Placemakers.’
There were no standouts in the carpet and flooring category though ‘The Tile Depot’ was the store most recommended. More than 20% of purchases were made at 57 stores of ‘Carpet Court’ but it scored lower than average for price and its customers were less satisfied overall.
The Survey showed customers liked bricks and mortar when it came to items costing more than $100. The average proportion of online purchases reported only got above 10% for home appliance and technology products.
Sue Chetwin is Chief Executive of Consumer NZ based in Wellington.
