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Sports Direct received the lowest score in the customer satisfaction survey


A Sports Direct plastic bag is worn by a buyer.

Sports Direct finished at the bottom of a consumer survey on the best places to buy outdoor and sports equipment.

The retailer, owned by Mike Ashley’s Frasers Group, has been criticized for its after-sales service, product warranties and Covid-19 response.

Which? A survey of 10,000 buyers put retailer Rohan first, followed by Sweaty Betty and then Cotswold Outdoors.

Sports Direct said it was investing “significant sums in improving the customer journey.”

The chain of stores said this can be seen in its current rating of 3.8 on consumer review website Trust Pilot.

“We value the opinions of our customers,” he added.

Consumer group Which one? asked shoppers – both members and the general public – to rate their experiences with the UK’s biggest and most well-known retailers based on a variety of factors.

These included product line and quality, customer service, in-store and online experience, value for money, after-sales service, and store response to the crisis. Covid-19.

Sports Direct backed the list of 29 retailers with a dissatisfaction score of 65%, with buyers rating it just two stars for after-sales service and warranties.

Costco and Littlewoods, with scores of 67% each, were also at the bottom of the scale. Littlewoods declined to comment on the investigation and Costco could not be reached for a response.

Sports Direct only received two stars for its Covid-19 response, where shoppers were asked to rate stores and websites on how they communicate pandemic-related changes such as queuing systems. wait, social distancing and delivery delays.

Which? said several respondents commented positively on the range of products available at Sports Direct, but the retailer only received three stars overall. Some customers have singled out the retailer for having a poor return policy.

At the other end of the list, the top-rated store was outdoor and travel clothing retailer Rohan, with a positive score of 87%. The retailer was recognized for the quality, the availability of the personnel and its guarantee.

Women’s workout clothing retailer Sweaty Betty came in second with an 82% rating, followed by Cotswold Outdoors with 79%.

Ele Clark, which one? Money and Shopping Editor, said, “Sports and outdoor equipment don’t always come cheap, so buyers need to be confident that the retailer they choose will provide both excellent customer service and value. -competetive price.

“As we come out of lockdown, anyone looking to buy a new kit needs to think about how a store treats their customers, not only at the time of purchase, but also if something goes wrong later on.



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