"SIGNIFICANT NEGATIVE CHANGES" TO VIEW OF DICK SMITH BRAND

By Wares February 16, 2016 Retailing

Horizon Research survey says Kiwi punters are now more than twice as likely not to recommend Dick Smith to friends.

"Comparing Dick Smith's performance across 23 factors since November 2015, there have been significant negative changes in perceptions of quality, value, satisfaction with the store, whether respondents would work for the store, ease of finding what customers want, general overall impression and respondent recommendation."

So says a piece posted today by Horizon Research, whose regular Whiteware & IT Store Brandtracker measures the relative performance of Dick Smith, Farmers, The Good Guys, Harvey Norman, JB Hi-fi, Noel Leeming, PB Technology, 100%, Smith’s City and The Warehouse.

Fair comment, perhaps but is this just one more nail in the coffin to add to the others?

You can download the 2015 and 2016 Dick Smith scores across all 23 criteria as a PDF here.

To ensure these results are viewed in context we will be asking Horizon for some comparatives across the various brands it tracks.

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