2013 Sporting Goods Retailer Satisfaction Report Results
Membership in a club associated with a sporting goods retailer is correlated with higher levels of customer satisfaction, according to the recently released J.D. Power and Associates 2013 Sporting Goods Retailer Satisfaction Report.SM However, club membership has little effect on customer loyalty.
The report, now in its second year, measures overall customer satisfaction experience with sporting goods retailers by examining five factors: staff, merchandise, cost, facility, and sales/promotions. In the 2013 report, overall satisfaction stands at 823 points (on a 1,000-point scale) among customers who are members of a sporting goods club, compared with 800 among those who don't belong to a club. Notably, among the more than 1,600 customers surveyed--all of whom purchased a product at a sporting goods retailer store in the 30 days prior to participating in the survey--36% are club members.
According to the report, staff is the strongest driver of satisfaction, contributing 30% to overall customer satisfaction. Cost is the second-greatest driver of satisfaction, at 22%, followed by merchandise (18%), facility (17%), and sales/promotions (14%).
Among the nine retail brands included in the report, Cabela's ranks highest with an overall score of 828. Cabela's performs particularly well in the staff, merchandise, facility, and sales/promotions factors. Following Cabela's in the rankings are Academy Sports + Outdoors (824); Bass Pro Shops (818); and REI (814), all outperforming the report average of 808.
Nearly two-thirds (62%) of Cabela's customers say they "definitely will" recommend the brand, which is significantly higher than the report average of 50%. In addition, 51% of Cabela's customers say they "definitely will" repurchase the brand, which is higher than the report average of 44% and higher than that achieved by the majority of the brands included in the report.
Findings from the report show that club membership doesn't always drive customer loyalty or inspire customers to promote the brand among their peers. Of the four retailers with the highest proportion of club members, only two had a "definitely will repurchase" score above the report average of 44%, and three of those four retailers have less than 45% of their customers saying they "definitely will" recommend the brand.
"While there is a link between club membership and higher customer satisfaction with a brand, membership does not always impact loyalty and advocacy," said Sally Lombardo, research director at J.D. Power and Associates. "Instead, customer satisfaction is more influenced by the sales staff, cost, and merchandise options above all else. Sporting goods retailers must understand that while club memberships may create inclusiveness, they need to be able to provide a complete experience to impact loyalty in order to keep customers coming back."
The report shows that the average price per transaction at a sporting goods retailer store is $89.72, while the checkout time is 11 minutes.
Based on the report, J.D. Power and Associates offers the following consumer tips:
The 2013 Sporting Goods Retailer Satisfaction Report was fielded in December 2012 and January 2013.
Additional Research:
The report, now in its second year, measures overall customer satisfaction experience with sporting goods retailers by examining five factors: staff, merchandise, cost, facility, and sales/promotions. In the 2013 report, overall satisfaction stands at 823 points (on a 1,000-point scale) among customers who are members of a sporting goods club, compared with 800 among those who don't belong to a club. Notably, among the more than 1,600 customers surveyed--all of whom purchased a product at a sporting goods retailer store in the 30 days prior to participating in the survey--36% are club members.
According to the report, staff is the strongest driver of satisfaction, contributing 30% to overall customer satisfaction. Cost is the second-greatest driver of satisfaction, at 22%, followed by merchandise (18%), facility (17%), and sales/promotions (14%).
Among the nine retail brands included in the report, Cabela's ranks highest with an overall score of 828. Cabela's performs particularly well in the staff, merchandise, facility, and sales/promotions factors. Following Cabela's in the rankings are Academy Sports + Outdoors (824); Bass Pro Shops (818); and REI (814), all outperforming the report average of 808.
Nearly two-thirds (62%) of Cabela's customers say they "definitely will" recommend the brand, which is significantly higher than the report average of 50%. In addition, 51% of Cabela's customers say they "definitely will" repurchase the brand, which is higher than the report average of 44% and higher than that achieved by the majority of the brands included in the report.
Findings from the report show that club membership doesn't always drive customer loyalty or inspire customers to promote the brand among their peers. Of the four retailers with the highest proportion of club members, only two had a "definitely will repurchase" score above the report average of 44%, and three of those four retailers have less than 45% of their customers saying they "definitely will" recommend the brand.
"While there is a link between club membership and higher customer satisfaction with a brand, membership does not always impact loyalty and advocacy," said Sally Lombardo, research director at J.D. Power and Associates. "Instead, customer satisfaction is more influenced by the sales staff, cost, and merchandise options above all else. Sporting goods retailers must understand that while club memberships may create inclusiveness, they need to be able to provide a complete experience to impact loyalty in order to keep customers coming back."
The report shows that the average price per transaction at a sporting goods retailer store is $89.72, while the checkout time is 11 minutes.
Based on the report, J.D. Power and Associates offers the following consumer tips:
- Look over the benefits of retail club membership and determine whether you're likely to take advantage of them.
- Look for the retailers that have the best reputations for employing knowledgeable and helpful salespeople.
- Don't count on sporting equipment to improve your skills (only practice will do that). Look for equipment that will stand up to long and frequent use.
- Watch for sales and promotions; however, don't let bargain prices persuade you to buy anything you don't want, need, or have confidence in.
The 2013 Sporting Goods Retailer Satisfaction Report was fielded in December 2012 and January 2013.
Additional Research:
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