For the third consecutive month, First Choice Liquor has won the Liquor Store category of Roy Morgan’s Customer Satisfaction Awards, with a score of just over 93 per cent in August.
Less than one per cent separates the Coles-affiliated liquor superstore from the runner-up, Cellarbrations, while Dan Murphy’s finished third with a 92 per cent satisfaction rating.
Norman Morris, industry communications director at Roy Morgan Research, noted that there seems to be no guaranteed, gold-standard benchmark for satisfying a liquor shopper.
“Different stores’ customers don’t necessarily value the same things when buying alcohol,” he said.
“Retailers must therefore understand what matters most to their customers and adapt accordingly, rather than simply follow another store’s example.
“The difference between what First Choice, Cellarbrations and Dan Murphy’s customers look for when shopping for booze is a case in point. Each chain may satisfy a similarly high proportion of their shoppers, but in each case, satisfaction appears to be driven by very different factors.