Online Department Stores – 2013 Ratings

Posted by Canstar Blue June 20th 2013

You are viewing the archived 2013 ratings for online department stores. Go to the current online department store ratings.

* Overall satisfaction is an individual rating and not a combined total of all ratings. Brands with equal overall satisfaction ratings are listed in alphabetical order.
^ Price compared to other online retailers.
# Price compared to bricks and mortar retailers.
^ Price compared to other online retailers
# Price compared to bricks and mortar retailers

See Our Ratings Methodology.

Online ‘retail therapy’ a once a week affair for one in four

Most Satisfied Customers - Online Department Stores, 2013One in four shoppers can’t resist the siren song of online shopping for longer than a week, according to our recent survey results. This is particularly true for Generation X, nearly a third of whom reported they shop online every week.

As well as shopping online more often, nearly two thirds of respondents are also spending more money online than they have in previous years. Of these respondents, roughly 86% spent more this year because it was cheaper and easier to purchase online than ever before.

This was supported by the finding that 88% of respondents expect to pay less online than they would in-store. This price difference could see shoppers move away from bricks and mortar retailers, as a quarter of our online shoppers no longer feel the need to visit a physical department store.

A word of caution to those spending their hard earned money online: the Australian Competition and Consumer Commission recently reported online shopping scams have increased by 65% in the last year – comprising $4 million in lost money1.

DealsDirect.com.au secure second customer satisfaction award in a row

Our survey also looked at customer satisfaction with online department stores. DealsDirect.com.au ticked all the boxes and achieved our 2013 award for Most Satisfied Customers – Online Department Stores. They also scored top ratings in all survey criteria.

Other online department stores rated were oo.com.au, Big W Online, Crazysales.com.au, Target Online, GraysOnline, Kmart Online, Myer Online and David Jones Online. In particular, oo.com.au stood out with a five star rating for its prices compared to bricks and mortar retailers.

Canstar Blue commissions Colmar Brunton to regularly survey 2,500 Australian consumers across a range of categories to measure and track customer satisfaction. The outcomes reported are the results from customers within the survey group who have made a purchase from an Australian online department store in the last 12 months (i.e. a store which sells multiple brands of a variety of different products such as fashion, health and beauty, homewares and electronics at set prices) – in this case, 997 people.

Brands must have received at least 30 responses to be included. Results are comparative and it should be noted that brands receiving three stars have still achieved a satisfaction measure of at least six out of 10.

Overall customer satisfaction

DealsDirect.com.au achieved five stars for overall customer satisfaction in this category, emerging ahead of four star recipients oo.com.au, Big W Online, Crazysales.com.au, Target Online, GraysOnline and Kmart Online. Both Myer Online and David Jones Online received three star ratings.

Value for money

Customers of DealsDirect.com.au were most satisfied with the value for money of their online department store, securing the brand another five star rating. oo.com.au, Big W Online, Crazysales.com.au, Target Online, GraysOnline and Kmart Online all achieved four star ratings; Myer and David Jones Online received three.

Price compared to other online retailers

Finding the best price on the object of your desire might mean shopping around; and customers of DealsDirect.com.au were most satisfied with the prices in their online store in comparison to other retailers. Following with four stars were oo.com.au, Big W Online, Crazysales.com.au, Target Online, GraysOnline and Kmart Online; then Myer and David Jones Online finished with three.

Price compared to bricks and mortar retailers

Both DealsDirect.com.au and oo.com.au achieved five stars for their price compared to brick and mortar retailers. They were followed by Big W Online, Crazysales.com.au, Target Online, GraysOnline and Kmart Online with four stars each; then by Myer and David Jones Online with three.

Ease of site navigation

It’s a much better shopping experience for users if they can easily navigate the online shopfront. DealsDirect.com.au was foremost in this regard, earning five stars for site navigation. Next were four star recipients oo.com.au, Big W Online, Crazysales.com.au, Target Online, GraysOnline and Kmart Online. Finishing with three stars each were both Myer and David Jones Online.

Range of products on offer

Online department stores that offer a wider range of products can better cater for the needs of their shoppers. The range of products on offer at DealsDirect.com.au’s website earned the brand a five star rating. They were followed by oo.com.au, Big W Online, Myer Online, Crazysales.com.au, Target Online and GraysOnline with four stars each; then by David Jones Online with three.

Range of brands on offer

DealsDirect.com.au achieved five stars for the range of brands available on their website. Next with four stars each were oo.com.au, Big W Online, Crazysales.com.au, Target Online, GraysOnline, Myer online and David Jones Online; then Kmart Online with three.

Speed of delivery

DealsDirect.com.au customers were most satisfied with the speed their ordered goods were delivered to their door. DealsDirect.com.au received a five star rating, both oo.com.au and Big W Online received four, and Crazysales.com.au, Target Online, GraysOnline, Kmart Online, Myer Online and David Jones Online received three.

1 The ACCC has published a report detailing how Australians can protect themselves from scams online. You can read the report on the ACCC website.