Leger Unveils the Ranking of the Best Retailers in 2021

Leger, Canadas largest market research and analytics company, recently announced the 2021 results of the best in-store experiences. Focused on Ontario and online experiences in Canada, these results are part of Leger’s highly anticipated annual WOW Study.

WOW Study

WOW is a true specialist in measuring the in-store customer experience and evaluates various performance indicators specific to retail businesses. Year after year, for more than 10 years, the study has revealed the ranking of the Ontario retailers that offer the best in-store customer experience. It also presents the strengths and weaknesses of retailers and their competitors, the main in-store irritants encountered by customers and the evolution of the customer experience offered by different players in the same sector over time.

In 2021, the WOW study surveyed 13,000 Ontarians about their in-store experience at 153 retailers across 20 different sectors. These retailers were assigned a score, the WOW Index, which ranges from 0 to 100 and is calculated based on 20 dimensions of the in-store customer experience such as product quality, price competitiveness, employee courtesy, store atmosphere, etc.

The retailers with a score above 90 are included in our list of Ontario retailers that offered the best in-store customer experience in 2021:

1. Lush

2. Saje Natural Wellness

3. Purdys Chocolatier

4. Nespresso

5. Lee Valley Tools

6. Yves Roger

7. M&M Food Market

8. Ren’s Pets

9. Lego

Special Feature: Sense of Belonging

A major new feature of the 2021 WOW study is the analysis of the drivers of a sense of belonging: a person has a sense of belonging when they identify with a store and embrace its values, mission, actions and the image it conveys. A strong sense of belonging gives the impression of belonging to an organization, being part of its community, supporting it and contributing to its development. A sense of belonging is also associated with a strong emotional connection and translates into commitment.

This dimension of the in-store customer experience has the greatest impact on recommending a retailer across all sectors. There is also a very strong correlation between a sense of belonging and the WOW Index. The top retailers in this year’s ranking all scored well on this dimension compared to other players in their sector.

Results from the WOW Study provided the following insights:

• An excellent way for a retailer to create a sense of belonging is to positively contribute to its customers’ quality of life. Retailers can adopt strategies to reduce stress, make customers happy, offer flexibility, be available, etc. Remedy’sRx, Kiehl’s, Nova Cannabis and Saje Natural Wellness are examples of retailers that stand out on this driver.
• Corresponding to its customers’ values and beliefs (production methods, packaging, product type, etc.) is also an important driver of a sense of belonging. Zero-waste retailers, those with responsible packaging and those in the eco-friendly and organic universe, such as Lush, Yves Rocher and MAC stand out on this driver.
• Having happy, committed employees who are passionate about their work also contributes to creating a strong sense of belonging: Lululemon, Lego and Lee Valley Tools perform very well on this driver.
• The sectors with the highest sense of belonging are beauty, cannabis, men’s clothing, pharmacy and specialty boutiques.

WOW Digital Study

The WOW Digital study evaluates the online customer experience in Canada. In this edition, Leger evaluated the online experience of 184 Canadian websites and apps on 22 dimensions, allowing companies to identify their strengths and weaknesses at each stage of the online shopping experience, from online shopping to delivery. In 2021, the companies that offered the best online customer experience in Canada are:

1. Lufa Farms

2. Lush

3. Simons

4. DAVIDsTEA

5. Nespresso

6. SAQ

7. Jack & Jones

8. Lee Valley Tools

9. Apple Store

10. Sephora

Special Feature: The Most-Appreciated Mobile Apps

The Simons mobile app tops the ranking of the apps Canadians appreciate most. It stands out concerning several aspects: its visual appeal, the personalization of the customer experience and the presence of interesting additional content. CIBC’s app, ranked second, is especially appreciated for its usability and the relevance of the features it offers. Finally, the SAQ app, which came in 3rd place, is appreciated for its discounts and promotions, its visual appeal, the relevance of its functionalities and the level of personalization of the customer experience.

Desjardins is in 4th place in the ranking of the mobile apps most appreciated by Canadians, while Tangerine, Brunet, Lush and Nespresso are all tied in 5th place. Finally, Chocolats Favoris came in 9th place, and Amazon Canada came in 10th.

Results of the 2021 WOW Study were revealed at a webinar event. This event can be viewed HERE.

Results are Provided by Leger. More information regarding this study can be found at this link.