Customers are increasingly drawn to shops offering a discount, Consumer NZ says. Photo: RNZ/Nick Monro
Shoppers are becoming increasingly price-sensitive and drawn to shops offering a discount, Consumer NZ says.
It has released its latest retailer survey, which showed the shops with the most satisfied customers, and those not meeting the standard.
Top of the whiteware and appliances category was 100% Appliances, PB Tech was top for home and mobile technology, Stihl Shop and Mitre 10 for hardware and Macpac for sports and outdoors.
Consumer NZ spokesperson Kate Harvey said Stihl Shop and Macpac had the highest satisfaction ratings, at 94 percent.
"Stihl Shop rated particularly high for its customer service and staff members' product knowledge," Harvey said.
"Macpac beat its competitors - Kathmandu, Torpedo7 and Rebel - in all the categories we ask about, including perceived value and range of products available."
Smiths City, which recently went into voluntary administration, was second to 100% Appliances for large appliances and Briscoes was second for small appliances.
Harvey said PB Tech's customers rated its price and range.
At the other end of the spectrum, Rebel Sport rated poorly in sports and outdoors. Briscoe Group has been approached for comment.
"Rebel's customers gave especially low scores for customer service and staff's product knowledge," said Harvey.
Both One NZ and Spark were rated poorly in mobile tech and The Warehouse in home tech.
People reported a better shopping experience at Specsavers than OPSM if they were in the market for eyewear, she said.
"The survey also showed shoppers are highly price-sensitive at the moment and have become increasingly motivated by discounts. A store having a promotion is now the main reason for shoppers to choose to make their purchase there. It has surpassed loyalty and the convenience of the location.
"Of the purchases that people told us about, 57 percent had been while the item was on special and it was even higher - about 70 percent - for appliance purchases," Harvey said.
"Sustainability was rising in importance with 44 percent saying they were willing to pay more for environmentally responsible products. Price is definitely still the main priority though.
"The biggest reason for being dissatisfied with a store is it not having a good range of products and the availability of products. Communication about stock availability and any delays are critical if a store wants to keep customers loyal."
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