1st Choice leads in liquor store customer satisfaction

Posted by Nicole Eckersley on 29th April 2010

Roy Morgan’s latest customer satisfaction figures show liquor store 1st Choice in the top spot, taking a narrow lead over Dan Murphy’s for December 2009.

1st Choice (91.6% satisfaction) and Dan Murphy’s (91.2%) had a wide leader over BWS, Liquorland and Woolworths, at 81.6%, 79.7% and 78.2% respectively.

“Both 1st Choice and Dan Murphy’s consistently have a customer satisfaction score above 90%, which very few retailers achieve. They are also the only liquor retailers to substantially increase their customer numbers over the last 12 months,” said Trish Kelliher, Account Director Alcohol at Roy Morgan.

“Consumers surveyed as part of the Roy Morgan Alcohol MAP tell us they want good value, range and accessibility when buying alcohol, which 1st Choice and Dan Murphy’s are both offering in their big store format; and combined with excellent customer satisfaction scores and a much higher spend per visit, it’s not surprising to see they are also increasing their market share at the expense of the licensed supermarkets and the hotel bottle shops.”

Kelliher noted that the success of the big chain liquor stores are indicative of changes in liquor spending patterns.

“Another impact of the big store format is that we are seeing a decline in the frequency of buying alcohol but an increase in the spend per visit — bigger spend but less often; somewhat the opposite to what we are seeing in the supermarket industry where people are shopping more often with smaller basket sizes.”