Rebel Sport number one for customer satisfaction, however rivals close the gap: Roy Morgan


Rebel Sport has improved its customer satisfaction rating over the course of the year to maintain the top ranking among retail sports stores, however its rivals have closed the gap, according to the latest findings from Roy Morgan Research.

However, rival brands are closing the gap, as Australia becomes home to a number of new international sports retailers, including JD Sports and Decathlon.

Rebel led all comers with a customer satisfaction rating of 88.4% in August, up 2.7% points year-on-year, according to Roy Morgan, however, both SportsPower and Sportsco recorded greater year-on-year rises.

In second position, SportsPower recorded an increase of 5% points year-on-year to achieve a customer satisfaction score of 86.8%. Sportsco lagged behind its two competitors in third position, however recorded the largest rise over the course of the year, up 6.6% points to 75.8%.

The rankings come just one month after Rebel Sport parent company Super Retail Group revealed plans to drop the Amart Sports brand and convert all Amart stores into Rebel Sport outlets, as it continues its efforts to remain the market leader in sporting goods.

Roy Morgan chief executive Michele Levine said with summer approaching, Rebel Sport will have even more visibility as the brand is the naming rights sponsor for the third season of the Women’s Big Bash cricket league.

“Sports viewers will be sure to see Rebel Sport logo prominently displayed during the third season … which runs from early December through to a Grand Final in February,” she said.

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