Roy Morgan Customer Satisfaction Awards 2021: Australia’s winning retailers announced
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 and a returning local favourite as the quick service restaurant of the year.
The awards went to a mix of first timer winners, repeat winners and brands returning to the winner’s circle after some time out of the spotlight. There were three brands to win for the first time led by Autopro as the Auto Store of the Year for the first time, new Shoe Store of the Year Skechers which had a perfect record of 12 straight monthly wins and Cellarbrations, the new Liquor Store of the Year.
Cellarbrations had such an outstanding year that not only did they win 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 of all The Reject Shop confirming its dominance in the field as the Discount Variety Store of the Year for the tenth year running.
Complete list of Retail winners for 2021:
| 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 |
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 was so good 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 victories in 2020 to complete back-to-back victories in their respective categories for the first time after both Costco and JB Hi-Fi had also 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.
As well as 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.
Michele Levine, CEO, Roy Morgan, says:
Roy Morgan Customer Satisfaction Awards
The Roy Morgan Customer Satisfaction Awards highlight the winners but this is only the tip of the iceberg. Roy Morgan tracks customer satisfaction, engagement, loyalty, advocacy and NPS across a wide range of industries and brands. This data can be analysed by month for your brand and importantly your competitive set.
The data that determines who wins comes from Roy Morgan’s massive Single Source survey compiled from in-depth interviews with over 60,000 consumers from all around Australia.
Need to know what is driving your customer satisfaction?
Check out the new Roy Morgan Customer Satisfaction Dashboard at https://www.customersatisfactionawards.com.
For comments or more information please contact:
Roy Morgan - Enquiries
Office: +61 (03) 9224 5309
askroymorgan@roymorgan.com
Margin of Error
The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.
| Sample Size | Percentage Estimate |
| 40% – 60% | 25% or 75% | 10% or 90% | 5% or 95% | |
| 1,000 | ±3.0 | ±2.7 | ±1.9 | ±1.3 |
| 5,000 | ±1.4 | ±1.2 | ±0.8 | ±0.6 |
| 7,500 | ±1.1 | ±1.0 | ±0.7 | ±0.5 |
| 10,000 | ±1.0 | ±0.9 | ±0.6 | ±0.4 |
| 20,000 | ±0.7 | ±0.6 | ±0.4 | ±0.3 |
| 50,000 | ±0.4 | ±0.4 | ±0.3 | ±0.2 |
