Target continues to slide, Hudson's Bay, Sears down
random sampling of public opinion among 972 Canadians 18 years and older,
Costco had the highest score for customer satisfaction by far, with two thirds
(63%) "very satisfied". The nearest competitor on this overall
satisfaction measure among Canadian retailers, department stores and Big Box
stores, is Walmart (37% very satisfied), followed by Holt Renfrew (35%) and
Hudson's Bay (33%). At the bottom of the scale is Target (18% very satisfied).
Target has seen its score decline ever since it launched in Canada (April, 2013
- 32%, August, 2013 - 27%, May, 2014 - 18%). Costco, in the meantime, has
maintained its extraordinarily high customer satisfaction rating since we began
tracking (April 2013 - 62%, August, 2013 - 62%, May, 2014 - 63%). Hudson's Bay
has seen its score decline slightly (from 40% in August), as has Sears (34%
very satisfied in August, 29% now). Walmart has basically maintained its
position in this ranking across the three waves of interviewing (April - 39%,
August 40%, May - 37%).
Walmart most widely used
Eight-in-ten Canadians shop
at Walmart (81%), followed by close to 6-in-10 who shop at Sears (59%) or
Costco (58%). Stores shopped by fewer than half of Canadians include Target
(48%), Hudson's Bay and Winners (45% each). Very few shop at Marshall's (9%),
Holt Renfrew (8%) or Ogilvy (2%).
“Virtually no one who shops at Costco is unhappy with the
store, which is a remarkable testament to the attention they bring to
delighting their patrons. Target, on the other hand, entered the market with a
bang, but has been unable to sustain a satisfactory relationship with shoppers," said Forum Research President, Dr.
Lorne Bozinoff, Ph.D. is
the president and founder of Forum Research. He can be reached at firstname.lastname@example.org or at (416) 960-9603.