Kohl’s edges jcpenney as the People’s Pick in the Harris Poll Customer Relationship Series

    NEW YORK , N.Y. – January 11, 2012 – While several department stores forfeited profit by deep holiday discounting, Kohl’s won the hearts and mind of the customer with the highest overall Customer Relationship Score compared to other mid tier department stores. Kohl’s edges jcpenney on two of three Customer Relationship metrics – Emotional and Behavioral – while sharing the lead with jcpenney on the Rational dimension.

    These are some of the results of The Harris Poll of 2,237 adults surveyed online between December 5 and 12, 2011 by Harris Interactive.

    The newly released People’s Pick award recognizes the strength of consumers’ bonds with mid-tier department stores and reflects the customers’ connections and future intentions. Looking at the three elements, the first, rational, takes into account satisfaction and the degree to which expectations are met while the emotional aspect is determined by how valued a customer feels and their overall level of trust for that department store. Finally, the behavior element explores a consumer’slikelihood to continue shopping and recommend the department store, as well as perceptions of the stores competitive advantage in the marketplace. Together these metrics form the overall Customer Relationship Score.

    Kohl’s (5.7) achieved the highest overall Customer Relationship Score, followed by jcpenney (5.6), Dillard’s (5.5), Sears (5.5), and Macy’s (5.4). While neck and neck with jcpenney on several metrics, what really stands in Kohl’s favor is the customer’s perception of theunique benefits offered by the department store as well as their advocacy for Kohl’s as demonstrated in their likelihood to continue to shop at and recommend the department store to friends, family and colleagues said Mike Chadsey, Senior Consultant for Harris Interactive’s Customer Relationship Consulting team. For example, a particular competitive advantage is Kohl’s performance on providing unique benefits (5.4), scoring significantly higher than other mid tier retailers (jcpenney (5.1), Dillard’s (4.9), Sears (4.9) and Macy’s (4.8). Kohl’s has earned the desired behaviors that retailers seek in a long term customer relationship. The challenge will be to find ways to maintain and leverage that level of engagement while striving to improve store profitability.

    Over half of the respondents (59%) indicated a holiday spend similar to that as last year, while 29% planned to spend less and only 11% planned to spend more than last year.

     

    The Harris Poll Customer Relationship Series is a new collection of ranking studies that measure the strength of a brands relationship with their customers based on scores in three key dimensions: Emotional Affinity, Rational Performance and Behavioral Intentions. The People’s Pick Award is provided to the highest ranked brand in the series.

     

     

     

    TABLE 1

    RATIONAL, EMOTIONAL AND BEHAVIORIAL SCORES

    Base: Shops at one of three discount retailers

     

    Kohl’s

    jcpenney

    Dillard’s

    Sears

    Macy’s

    Rational Score

    5.8

    5.8

    5.6

    5.6

    5.6

    Emotional Score

    5.6

    5.5

    5.4

    5.3

    5.3

    Behavioral Score

    5.8

    5.6

    5.5

    5.4

    5.3

    Overall Score

    5.7

    5.6

    5.5

    5.5

    5.4

    Note: The scores are indices of the Simple 7 questions

     

     

    TABLE 2

    LIKELIHOOD TO CONTINUE TO USE

    How likely are you to continue to shop at [RETAILER] in the near future?

    Base: Shops at one of three discount retailers

     

    Kohl’s

    jcpenney

    Dillard’s

    Sears

    Macy’s

    %

    %

    %

    %

    %

    TOP TWO (NET)

    76

    75

    70

    68

    63

    7 – Extremely likely

    51

    46

    46

    39

    35

    6

    25

    29

    24

    29

    29

    5

    15

    14

    17

    16

    22

    4

    6

    7

    9

    11

    10

    3

    2

    1

    2

    3

    4

    BOTTOM TWO (NET)

    1

    2

    3

    2

    1

    2

     

    2

    1

    1

    1

    1 – Not at all likely

     

     

    2

     

     

    Note: Percentages may not add up to 100% due to rounding; indicates less than 0.5%

     

    TABLE 3

    TRUSTWORTHY RELATIONSHIP

    How well does the following statement describe [RETAILER] – Ensures a trustworthy relationship with you?

    Base: Shops at one of three discount retailers

     

    Kohl’s

    jcpenney

    Dillard’s

    Sears

    Macy’s

    %

    %

    %

    %

    %

    TOP TWO (NET)

    58

    58

    53

    50

    48

    7 – Describes Very Well

    28

    25

    19

    22

    15

    6

    30

    32

    35

    28

    32

    5

    22

    22

    24

    25

    32

    4

    14

    14

    16

    17

    12

    3

    4

    3

    2

    4

    5

    BOTTOM TWO (NET)

    2

    3

    5

    4

    4

    2

    1

    2

    3

    3

    2

    1 – Does not describe at all

    1

    1

    2

    1

    2

    Note: Percentages may not add up to 100% due to rounding;


     

    TABLE 4

    VALUING YOU AS A CUSTOMER

    How well does the following statement describe [RETAILER] – Valuing you as a customer?

    Base: Shops at one of three discount retailers

     

    Kohl’s

    jcpenney

    Dillard’s

    Sears

    Macy’s

    %

    %

    %

    %

    %

    TOP TWO (NET)

    60

    58

    50

    53

    47

    7 – Describes Very Well

    31

    25

    20

    23

    19

    6

    29

    33

    30

    30

    28

    5

    21

    23

    29

    22

    33

    4

    14

    13

    15

    16

    14

    3

    3

    3

    3

    5

    4

    BOTTOM TWO (NET)

    2

    2

    4

    4

    2

    2

    2

    2

    2

    2

    2

    1 – Does not describe at all

    1

    1

    2

    2

    1

    Note: Percentages may not add up to 100% due to rounding;

     

     

    TABLE 5

    OVERALL SATISFACTION

    How would you rate your overall satisfaction with [RETAILER]?

    Base: Shops at one of three discount retailers

     

    Kohl’s

    jcpenney

    Dillard’s

    Sears

    Macy’s

    %

    %

    %

    %

    %

    TOP TWO (NET)

    69

    72

    67

    63

    63

    7 – Extremely satisfied

    35

    32

    28

    29

    26

    6

    35

    40

    39

    34

    37

    5

    20

    18

    21

    23

    24

    4

    9

    7

    8

    10

    9

    3

    2

    2

    3

    3

    3

    BOTTOM TWO (NET)

     

    1

    1

    2

    1

    2

     

    1

    1

    1

    1

    1 – Not at all satisfied

     

     

     

     

    Note: Percentages may not add up to 100% due to rounding; – indicates no response and indicates less than 0.5%

     

     


    TABLE 6

    HOLIDAY SHOPPING SPEND

    Approximately how much do you intend to spend on your holiday shopping this year?

    Base: All Adults

     

    Total

    Shopped at one of the 5 mid tier stores

    Kohl’s

    jcpenney

    Dillard’s

    Sears

    Macy’s

    %

    %

    %

    %

    %

    %

    Nothing

    14

    7

    7

    4

    8

    5

    Between $1 and $249

    29

    23

    24

    17

    24

    23

    Between $250 and $499

    17

    16

    19

    15

    17

    16

    Between $500 and $749

    21

    25

    24

    18

    25

    23

    Between $750 and $999

    3

    5

    5

    8

    6

    5

    $1,000 or more

    15

    24

    21

    38

    21

    28

    Note: Percentages may not add up to 100% due to rounding; – indicates no response

     

     

    TABLE 7

    HOLIDAY SHOPPING SPEND CHANGE FROM PREVIOUS YEAR

    Generally speaking, is that…what you spent last year?

    Base: All Adults

     

    Total

    Shopped at one of the 5 mid tier stores

    Kohl’s

    jcpenney

    Dillard’s

    Sears

    Macy’s

    %

    %

    %

    %

    %

    %

    Less than last year

    29

    26

    28

    29

    31

    24

    About the same

    59

    62

    60

    61

    60

    62

    More than last year

    11

    11

    12

    10

    9

    14

    Note: Percentages may not add up to 100% due to rounding; – indicates no response

     

     

     

    Methodology

    This Harris Poll was conducted online within the United States between December 5 and 12, 2011 among 2,237 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.

    All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words margin of error as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

    Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of theoretical sampling error can be calculated.

    These statements conform to the principles of disclosure of the National Council on Public Polls.

     

    The results of this Harris Poll may not be used in advertising, marketing or promotion without the prior written permission of Harris Interactive.

    J40806

    Q910, 920, 925, 930

     

    The Harris Poll ® #4, January 11, 2012

    By Mike Chadsey, Senior Consultant, Customer Relationship Consulting Team, Harris Interactive

    About Harris Interactive

    Harris Interactive is one of the world’s leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Serving clients in over 215 countries and territories through our North American and European offices and a network of independent market research firms, Harris specializes in delivering research solutions that help us – and our clients – stay ahead of what’s next. For more information, please visit www.harrisinteractive.com.