Leger, a leading research firm, has announced the results of its much-anticipated 2025 WOW In-Store study. These annual reports highlight Canada’s best-performing retailers in terms of customer experience and provide valuable insights into shifting consumer behaviours. The findings were revealed through webinars hosted by key leaders at Leger, including Luc Dumont, Senior Vice-President, Catherine Dawson, Senior Vice-President, and Maryse Dupuy, Director of Client Services at Leger DGTL. Santo Ligotti, Vice-President of Marketing and Membership Services at the Retail Council of Canada, also contributed.
WOW In-Store Studies: A Benchmark for Excellence
The WOW In-Store study is a unique initiative that evaluates customer experience across several performance metrics. This year’s study ranked retailers in Ontario, Western Canada, and Quebec, based on comprehensive surveys conducted with thousands of shoppers. The study examines key factors such as customer service, product availability, ambiance, and overall satisfaction.
Key Findings: Ontario’s Best In-Store Retailers
In Ontario, over 11,000 respondents evaluated 166 retailers across 21 sectors. Retailers that scored above 90 were included in the top rankings, showcasing excellence in customer satisfaction.
Ontario’s Top Retailers:
- L’Occitane en Provence (95.8)
- Lee Valley (95.4)
- Ren’s Pets (95.3)
- DavidsTEA (95.2)
- Global Pet Foods (95.1)
- Lush (95.0)
- Saje Natural Wellness (94.7)
- Rx Pharma Choice (94.6)
- Lindt Chocolates (94.1)
- Long & McQuade Musical Instruments (94.0)
Customer preferences in Ontario highlight the importance of immediate product availability, with 29% of shoppers choosing in-store retail for this reason. Another 23% are drawn to stores for exclusive in-store offers, emphasizing the value of unique promotions. However, 36% of respondents stated that free delivery often makes online shopping a more attractive option. These findings underscore the need for Ontario retailers to strike a balance between convenience and exclusivity to attract and retain customers.
Shopping centres also remain a crucial part of the retail experience, with 77% of Ontarians visiting a mall in the past six months. The CF Toronto Eaton Centre stands out as the most popular, attracting 15% of all shoppers surveyed. Its central location, diverse retail offerings, and vibrant ambiance make it a magnet for both locals and tourists. Factors like ambiance, store variety, and branding play significant roles in shopper satisfaction, with ambiance being particularly valued at 13.4% of responses.
Western Canada: Rising Stars in Retail
Leger surveyed over 6,500 respondents from Alberta, British Columbia, Saskatchewan, and Manitoba to rank 76 retailers across 11 sectors. The results revealed strong customer satisfaction among regional favourites.
Western Canada’s Top Retailers:
- Saje Natural Wellness (96.0)
- Everything Wine (93.2)
- Guardian (93.0)
- Lindt (92.2)
- Home Alive Pets (92.1)
- Wine and Beyond (90.0)
- The Medicine Shoppe (90.0)
Western Canadian shoppers prioritize quality, regional availability, and personalized service. For example, Saje Natural Wellness consistently earns high marks for its commitment to holistic health and attentive customer service. Other retailers, like Everything Wine, appeal to niche markets with specialized product offerings and knowledgeable staff.
Shopping centres in this region serve as vibrant community hubs, blending retail with dining and entertainment options. West Edmonton Mall remains a standout destination, drawing millions of visitors annually with its expansive retail offerings and unique attractions, such as its indoor water park and amusement park. These centres thrive by fostering immersive and memorable experiences, which are increasingly crucial in today’s competitive retail landscape.
Quebec: A Unique Retail Landscape
In Quebec, Leger surveyed over 16,000 respondents to evaluate 242 retailers across 26 sectors. The province’s top performers reflect a blend of local charm and global appeal.
Quebec’s Top Retailers:
- Long & McQuade Musical Instruments (97.5)
- Lindt Chocolates (96.7)
- Yves Rocher (96.1)
- Nespresso (95.2)
- Camellia Sinensis (95.0)
- Mia Bijoux (94.7)
- Claire France (94.5)
- Tite Frette (93.3)
- Imaginaire (93.2)
- DavidsTEA (90.2)
For Quebec shoppers, immediate product availability remains the leading reason to shop in-store, with 33% of respondents highlighting this as their primary motivation. Exclusive in-store promotions also resonate strongly, cited by 23% of shoppers. CF Carrefour Laval emerges as the province’s premier shopping destination, attracting 16% of Quebecers. Renowned for its upscale ambiance and extensive retailer mix, Carrefour Laval exemplifies how strategic branding and design can enhance the shopping experience.
Shopping centres in Quebec continue to play an integral role in retail, blending leisure and shopping in a way that appeals to a broad audience. Factors such as ambiance, which 13.9% of respondents rated as important, and store variety (13.7%) significantly influence customer satisfaction. These findings highlight the importance of maintaining an inviting and diverse retail environment to meet consumer expectations.
Shifting Preferences: In-Store vs. Online
Across all regions, the studies highlight a continued preference for in-store shopping driven by immediate availability and the tactile experience of examining products. However, convenience and free delivery make online shopping a compelling alternative for many Canadians. Nationwide, shoppers are increasingly drawn to exclusive in-store deals and the opportunity to discover new products. This dual preference signals that retailers must balance physical and digital strategies to remain competitive.
Shopping centres, serving as community hubs, continue to attract diverse demographics by offering more than just retail. These spaces often integrate dining, entertainment, and cultural experiences to enhance their appeal. As customer expectations evolve, the importance of ambiance and branding grows, encouraging retailers and mall operators to innovate continually.
The Role of the WOW Study in Canadian Retail
Leger’s WOW studies provide critical insights for retailers aiming to improve their customer experience. By identifying strengths and areas for improvement, businesses can better meet consumer demands and stand out in a competitive market. These rankings are not only a benchmark for excellence but also a roadmap for retailers seeking to align with consumer preferences.
