Customers of The Athlete’s Foot were significantly more satisfied with purchases made through the footwear retailer than competitors Spendless, Mathers, Payless and Williams, the report from market researcher Roy Morgan confirmed. With 87.7 per cent of survey respondents claiming they were fairly or very satisfied with their experience at The Athlete’s Foot in the 12 months to March, the store currently leads the footwear retail category.
Spendless came a close second with 83.6 per cent of customers satisfied (over four percentage points behind The Athlete’s Foot), while Payless and Williams were equal third with 83 per cent, closely followed by Mathers at 82.7 per cent. Betts shoe stores ranked bottom of all the footwear retail brands tracked, recording a satisfaction score of 76.8 per cent.
George Pesutto, Roy Morgan industry director – consumer products, said The Athlete’s Foot was now nearly five percentage points above the average for all shoe stores and four percentage points above its nearest competitor.
“Spendless Shoes, Payless Shoes, Williams the Shoeman and Mathers have less than one percentage point separating all four stores, but such a significant gap to reach the top spot. There is a lot of work to do in order to catch up to The Athlete’s Foot, who focuses almost entirely on sporting and leisure footwear and leads customer satisfaction in the shoe store category.” he said.