KPI: Member Satisfaction

Indicator

This measures the percentage of members who are satisfied or very satisfied with store service and their experience with mec.ca. We measure store satisfaction and web satisfaction to get an overall member satisfaction score, through surveys conducted in-store and online by Foresee.

Target

Satisfying members is our number one goal. Our 2012 target was to ensure 86% of members were satisfied or very satisfied with MEC's service (an average of in-store and online satisfaction).

Performance

In 2012, 84.8% of members surveyed told us they were satisfied or very satisfied with their MEC experience, an increase over last year and slightly below our target of 86%. 86.6% were satisfied or very satisfied with their in-store service, and 83% were satisfied or very satisfied with their online experience (compared to industry benchmark of 78%).

Member Satisfaction (%)

These results tell us we're doing a good job of serving our members through our stores and on our website.

We explored further to find out what affects our satisfaction results and how we're performing. With respect to product, members told us we still need to improve product assortment, fit, and styling. We've made many changes in the past two years, and members will continue to see improvements and exciting new products in the future. Members also identified product availability and in-store product information as an area we still need to improve on (see MEC's in-stock rating to learn more).

In stores, staff availability needs to be improved as well. Our member service scorecards for staff articulate specific behaviours and expectations to help improve member service performance.

Online, mec.ca is used both as an information source and a shopping destination. As the majority of people do their shopping research online, we upgraded our website to include product attributes for easy comparison, increased the number of product pictures (including close-ups), and are adding product and demonstration videos to provide better information. In addition, we created an iPhone app that is free for download and enables users to browse, shop, and get store information.

Through our surveys, we also found that members were sensitive to price and some asked for more sales. As a co-operative, our mission is to bring high-value products to members every day, and we don't typically hold sales as part of our marketing strategy. Our price protection program matches prices on identical products offered by other Canadian retailers. See our Pricing Policy for more information.

Path Forward

We'll continue to strive for excellent in-store and online service. Our in-store member satisfaction target is 87% for 2013. To achieve this target, we'll improve our assortment and in-stock rating, as well as member service culture. Online, we'll continue to focus on implementing the recommendations we've received from our members to enhance their experience. This includes improvements in navigation, product information, images, and descriptions. We'll also update our research and measurement approach to capture feedback from members and learn what consumers in general think of MEC – including those that don't shop with us. This will give us a better understanding of our overall brand health, and what we can do to continually evolve and improve our product and service offering. We'll continue to offer clearances on discontinued products and highlight these products both in-store and online so they're easy to find. And we're looking at developing apps for other mobile devices.