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Australia’s winning retailers named in Roy Morgan Customer Satisfaction Awards 2021

The annual Roy Morgan Customer Satisfaction Awards were awarded in early June, and the 16 winners in the retail categories range from several popular Australian brands to multi-national US retail names, as well as a returning local favourite as the quick service restaurant of the year.

The Roy Morgan Customer Satisfaction Awards highlight retail winners by tracking customer satisfaction, engagement, loyalty, advocacy and NPS across a wide range of industries and brands.

The awards went to a mix of first time winners, repeat winners and brands returning to the winner’s circle after some time out of the spotlight.

Three brands celebrated their first time winning, led by Autopro as the Auto Store of the Year, Skechers as new Shoe Store of the Year (which had a perfect record of 12 straight monthly wins) and Cellarbrations, the new Liquor Store of the Year.

Cellarbrations had an outstanding 2021, winning the Liquor Store of the Year for the first time on the back of 8 straight monthly wins.

The Metcash outlet also won the prestigious Roy Morgan ‘Best of the Best Award‘ with an average customer satisfaction of 96.6% during 2021.

There were nine repeat winners, led by Myer as Department Store of the Year for a seventh straight year, Bunnings Warehouse as Hardware Store of the Year for a fifth year in a row, Rebel as Sports Store of the Year for the seventh consecutive year, Subway which has now performed a ‘threepeat’ by winning Major Quick Service Restaurant of the Year for a third straight year and most impressively, The Reject Shop confirming its dominance in the field as the Discount Variety Store of the Year for the tenth year running.

ALDI’s victory as Supermarket of the Year was the multi-national’s fifth in the category and the first time the discount supermarket chain had won back-to-back annual awards after previous victories in 2012, 2014, 2016 and 2020.

ALDI’s performance ranked so high in 2021 that the company won nine monthly awards with an average customer satisfaction of 95.1% to place fourth overall in the overall ‘Best of the Best’ Award.

Costco (Discount Department Store of the Year) and JB Hi-Fi (Furniture/Electrical Store of the Year) built on their wins in 2020 to complete back-to-back victories in their respective categories for the first time after both won their initial annual awards in 2017.

JB Hi-Fi also won the relatively new Major Furniture/Electrical Store of the Year for the second straight year.

In addition to first time winners and those on winning streaks, there were four brands to return to the winner’s list in 2021 after absences of from three to seven years.

Among those to return to the winner’s circle were Donut King, which tasted success as the Coffee Shop of the Year for the third time with wins in 2015, 2018 and now 2021, and Discount Drug Stores which won Chemist/Pharmacy of the Year for the second time after a previous victory in 2018.

Quick Service Restaurant of the Year Grill’d won seven straight monthly satisfaction awards to claim the annual award for the second time after previously winning in 2017, while Suzanne Grae won the highly contested Clothing Store of the Year for the first time since 2014 – a record gap of seven years between wins.

“The last two years have challenged retailers like never before, but though extended lockdowns kept many bricks-and-mortar stores closed for weeks or months on end during 2020-21, the essential services provided by many retailers kept the economy moving when many were stuck in their homes,” said Michele Levine, Roy Morgan CEO.

“The 15 retailers presented with Annual Roy Morgan Customer Satisfaction Awards here have provided an unmatched high level of customer satisfaction to consumers during 2021. Liquor Store of the Year Cellarbrations performed so well that the Metcash outlet won the Roy Morgan ‘Best of the Best’ Award with an average customer satisfaction of 96.6% in 2021, higher than any other winner across all 37 categories – the first time this prestigious award has been won by a retailer.”

See the full list of retail winners below:

Auto Store of the Year Autopro (NEW)
Coffee Shop of the Year Donut King
Clothing Store of the Year Suzanne Grae
Department Store of the Year Myer
Discount Department Store of the Year Costco
Discount Variety Store of the Year The Reject Shop
Furniture/Electrical Store of the Year JB Hi-Fi
Major Furniture/Electrical Store of the Year JB Hi-Fi
Hardware Store of the Year Bunnings Warehouse
Chemist/Pharmacy of the Year Discount Drug Stores
Quick Service Restaurant of the Year Grill’d
Major Quick Service Restaurant of the Year Subway
Liquor Store of the Year Cellarbrations (NEW)
Shoe Store of the Year Skechers (NEW)
Sports Store of the Year Rebel
Supermarket of the Year ALDI
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