Appliances Online tops every category in Choice survey

Dean Blake

30th Jul 2019

Appliances Online has been crowned the best online retailer to shop for appliances or electrical goods in a survey of over 6000 customers, according to the Choice Appliance Retailer satisfaction survey, having topped every category in the survey and landing at a total score of 86.

Online retailers were ranked based on their range, websites ease of use, payment options and delivery, and after-sales service.

“We’ve had plenty of good feedback for Appliances Online anecdotally over the last few years,” Choice director of reviews and testing Matt Steen said.

“For such a young company to have gained so much ground over the last decade is a good thing.”

Harvey Norman scored lowest overall in the online space, falling 13 points behind Appliances Online to 73.

Steen noted that while this wasn’t a terrible performance from Harvey Norman, it is still surprising that a company that has been in the industry for so long, and makes a fair amount of money, hasn’t invested more heavily in online sales and accompanying services.

Betta Home Living took the top spot for bricks-and-mortar contenders, holding an overall satisfaction score of 83 – just edging out Retravision, which landed at 82.

Competing retailers were ranked on range, value for money, customer service, delivery options, and after-sale service.

“Choice members commented that staff in Betta stores were very helpful and knowledgeable,” saidSteen.

“If there were any problems with products purchased, they were quickly resolved.”

Additionally, Betta saw praise for its delivery and after-sales service, while consumers found its range of products and brands, as well as value for money, average.

According to Choice, discount department stores Big W, Kmart and Target were consistently rated lower in almost all categories – except value for money – with Target in particular singled out for poor customer service.

“In comments from Choice members who participated in the survey, Target was consistently called out for the fact that it was often difficult to access customer service in their stores,” Steen said.

Even though many customers rated these discount department stores as best in terms of value for money, the quality of goods was not up to the same standard, with a common response being that “you get what you pay for.”