A recently conducted market survey has revealed that Target Corp. is still struggling in order to win over Canadian shoppers regardless of the pompous launch of the U.S. discount retailer’s Canadian expansion in March. Target Corp. opened its stores in Canada this spring, broadening expectations of a new shopping experience. However, a new customer satisfaction survey discovered that Canadians are not very much impressed, highlighting that the store faces problems including shortage of inventory and poor relative pricing since the launch.
The survey conducted by Forum Research Inc. on Aug. 14 ranked Target as the least liked store among its competitors that constituted of 1,578 randomly surveyed Canadians aging 18 years and older. The survey showed that only 27% of Target customers were “very satisfied” with Target stores, while Costco Wholesale Corp. was ranked highest with 62% of respondents alleging to be very satisfied with their shopping experience at its outlets. Meanwhile, Wal-Mart Stores Inc. was ranked second, followed by Hudson’s Bay Co.
On the contrary, Target seems unmoved by the findings of the poll. A spokesperson for Target Corp. mentioned in an e-mail that “in terms of this particular survey, we are not surprised as our early research indicated that new entrants often have low customer satisfaction survey scores as they ramp up.” It was explained that “it is very early days still – we have only had stores open for about five months and in only five provinces- so we continue to fine tune and make enhancements.”
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