2012 Sporting Goods Retailer Satisfaction Report Results
Helpful and knowledgeable salespeople might be one of the most important factors in the success of a sporting goods retailer, according to the J.D. Power and Associates 2012 Sporting Goods Retailer Satisfaction Report. The report further suggests that word-of-mouth remains one of the most important ways of bringing new customers into a sporting goods store.
There's some indication, judging from the study's findings, that the average American consumer regards sporting goods as a commodity: a group of products that doesn't vary much from retailer to retailer. Customers seem not to be much influenced by sales and promotions, but respond favorably to a well-trained, helpful staff.
This first-ever Sporting Goods Retailer Satisfaction Report measures the overall sporting goods retailer customer satisfaction experience by examining five key factors: staff, cost, facility, merchandise, and sales/promotions. The report covers eight major sporting goods chains. Academy Sports + Outdoors ranks highest with an overall score of 796 (on a 1,000-point scale). Hibbett Sports ranks second with 794 points, and Play It Again Sports ranks third with 790. The industry average was 780.
Strangely enough, high customer satisfaction scores do not necessarily translate to customer loyalty. In fact, only 51% of Academy Sports + Outdoors customers say they "definitely will" purchase more merchandise from that chain, and only 51% "definitely will" recommend the company. For all sporting goods stores combined, only 42% of those surveyed say they "definitely will" return to that retailer.
However, satisfied customers do tend to make recommendations fairly frequently. According to the study, Academy Sports + Outdoors customers who "definitely would" be repeat customers make an average of 3.0 recommendations.
The report also concludes that the quality of the sales staff is the most important factor in determining customer satisfaction. Cost and facility, respectively, are the next most important. This may be because of the high degree of personal customization, and specialized programs, that many consumers demand when buying sporting goods and exercise equipment.
The 2012 Sporting Goods Retailer Satisfaction Report is based on responses from more than 1,600 customers who purchased any product at a sporting goods retailer store in the previous 30 days. The report was fielded in December 2011 and January 2012.
There's some indication, judging from the study's findings, that the average American consumer regards sporting goods as a commodity: a group of products that doesn't vary much from retailer to retailer. Customers seem not to be much influenced by sales and promotions, but respond favorably to a well-trained, helpful staff.
This first-ever Sporting Goods Retailer Satisfaction Report measures the overall sporting goods retailer customer satisfaction experience by examining five key factors: staff, cost, facility, merchandise, and sales/promotions. The report covers eight major sporting goods chains. Academy Sports + Outdoors ranks highest with an overall score of 796 (on a 1,000-point scale). Hibbett Sports ranks second with 794 points, and Play It Again Sports ranks third with 790. The industry average was 780.
Strangely enough, high customer satisfaction scores do not necessarily translate to customer loyalty. In fact, only 51% of Academy Sports + Outdoors customers say they "definitely will" purchase more merchandise from that chain, and only 51% "definitely will" recommend the company. For all sporting goods stores combined, only 42% of those surveyed say they "definitely will" return to that retailer.
However, satisfied customers do tend to make recommendations fairly frequently. According to the study, Academy Sports + Outdoors customers who "definitely would" be repeat customers make an average of 3.0 recommendations.
The report also concludes that the quality of the sales staff is the most important factor in determining customer satisfaction. Cost and facility, respectively, are the next most important. This may be because of the high degree of personal customization, and specialized programs, that many consumers demand when buying sporting goods and exercise equipment.
The 2012 Sporting Goods Retailer Satisfaction Report is based on responses from more than 1,600 customers who purchased any product at a sporting goods retailer store in the previous 30 days. The report was fielded in December 2011 and January 2012.