In the lead up to this week’s mad Christmas rush, Roy Morgan has released their retail consumer satisfaction survey, and customers have agreed that The ABC Shop offers the country’s the most satisfying shopping experience.

Equal top of the list was the international book chain Borders, with 68% of customers admitting they were “very satisfied” with their time spent shopping in-store, followed by female clothing chain Suzanne Grae (66%) and The Australian Geographic Shop (65%). Book stores were one of the most consistently satisfying shopping experiences, with Dymocks also scoring highly on 63%.

The news wasn’t so good for the major department stores and rather dire for the struggling Myer chain. None of the major chains made the top ten, and Myer, which only scored 51% customer satisfaction, was, once again, trumped by major competitor David Jones, which scored 60%.

It seems to have been a good year for The ABC Shop – which admittedly offers a lovely selection of books, DVDs and CDs connected to every ABC show imaginable – but we wonder if government backbencher Santo Santoro, who’s made a name for himself this year as the picky, self-appointed ABC watchdog, will pop in for some last minute Chrissy shopping. Unless a new line of Tony Jones voodoo dolls hit the shelves in the next few days, we think not.

Peter Fray

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Peter Fray
Editor-in-chief of Crikey

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