2013 – Electronics Retailers Ratings

Posted by Canstar Blue September 17th 2013

You are viewing the archived 2013 ratings for electronics retailers. Go to the current electronics retailers ratings.

See Our Ratings Methodology.

Hollow Star Rating Hollow star ratings are awarded where brands do not receive the minimum number of responses for that criteria, however achieve at least the minimum sample required for all other criteria.

“The ticket price isn’t the final price,” say three in four electronics shoppers

Most Satisfied Customers Award for Electronics Retailers - 2013Why pay the advertised price on your new TV or computer? That’s the logic shared by three in four shoppers who responded to our survey, who regularly try and negotiate prices when purchasing electronics from a retailer.

A similar number feel that reading online reviews helps them decide whether or not a certain gadget is worth purchasing. One in five goes the extra mile to seek expert advice from a bricks and mortar electronics retailer about potential purchases … before finalising their transaction with an online retailer.

While respondents are clearly driven to get the best price possible, a quarter don’t mind splurging on themselves when it comes to the latest gadgets. The same proportion, however, admit they have regrets about buying certain gadgets. In fact, of these respondents, 81% now feel their purchase was ‘unnecessary’.

When we looked at the demographic breakdown of our survey respondents, Generation Y shoppers were the least likely to negotiate the price of new electronics when compared to their Baby Boomer elders (55% versus 78%). Gen Y respondents are also the demographic who own a gadget they regret buying (36%), and are most likely to have been talked into buying an electronics product that sported features they didn’t need.

Good job, Good Guys: three year recipients for our Most Satisfied Customers Award

Australians love to shop for the latest and greatest – indeed, two in five have bought a gadget considered a ‘must have item’. But where should they start their hunt for consumer electronics?

The Good Guys have taken out our customer satisfaction comparison of electronics retailers for 2013, and for the third year in a row. They received our Most Satisfied Customers Award, and achieved five star ratings in all survey criteria. Also achieving five stars in this category were:

  • JB Hi-Fi for after sales service,
  • Bing Lee for point of sales service, and
  • Harvey Norman for after sales service and product range.

Dick Smith was also rated in this survey.

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 purchased a product from an electronics retailer in the last six months – in this case, 1,277 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

The Good Guys earned the top spot for overall customer satisfaction in this electronics retailers comparison. JB Hi-Fi, Bing Lee and Harvey Norman followed with four stars each and Dick Smith with three stars.

Value for money

Customers of The Good Guys were most satisfied with the value for money of their electronics retailer. The three-time Canstar Blue award winner achieved five stars in this area, JB Hi-Fi, Bing Lee and Harvey Norman received four, and Dick Smith followed with three.

Price compared to other brick and mortar retailers

The Good Guys secured five stars for its prices in comparison to other bricks and mortar retailers. Next with four stars were JB Hi-Fi, Bing Lee and Harvey Norman, then three star recipient Dick Smith.

Price compared to online retailers

With so many avenues available to consumers for buying electronics, it’s important for all retailers to showcase competitive pricing. The Good Guys received five stars for its price compared to online retailers, JB Hi-Fi came next with four stars, and Harvey Norman, Bing Lee and Dick Smith each received three.

Point of sale service

Good customer service can mean a really positive buying experience – whether you’re a gadget geek or an electronics novice. Both The Good Guys and Bing Lee achieved five stars for point of sale customer service, and were followed by four star recipients JB Hi-Fi and Harvey Norman. Dick Smith achieved three stars in this area.

After sale service

Clueless about setting up your newly purchased TV, or have a question regarding its warranty? Well-trained and considerate electronics retailer staff can help you through such post-purchase issues. Customers of The Good Guys, JB Hi-Fi and Harvey Norman were most satisfied with their retailers after sale service. In the four star position were both Bing Lee and Dick Smith.

Range of products on offer

Nowadays, gadget-geeks and regular- Joes alike are spoilt for choice when it comes to the wide range of consumer electronics on offer. Both The Good Guys and Harvey Norman achieved five stars for the range of products their stores support; JB Hi-Fi and Bing Lee followed with four stars, and Dick Smith finished with three.

Printed catalogue

Customers of The Good Guys were most satisfied with their retailer’s printed catalogue, showcasing dream electronics purchases. JB Hi-Fi, Harvey Norman and Bing Lee achieved four stars each, and Dick Smith followed with three.