Some of Canada’s largest chain stores have come out on top in a new survey of Canadians’ most trusted retailers, but the big winner is Walmart.
The Arkansas-based discount retailer took top spot in three of 16 categories in the survey from BrandSpark International: most trusted mass merchant, most trusted department store and most trusted for housewares and kitchenware.
BrandSpark says Canadians tend to favour lower-priced retailers when deciding whom to trust, and that can be seen especially with supermarkets.
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Walmart was the largest winner in BrandSpark's 2016 survey, but Loblaw Co. brands like Real Canadian Superstore and Shoppers Drug Mart also ranked well. (Chart: BrandSpark International)
While Loblaw Co.’s Real Canadian Superstore came out on top nationally, it only ranked first in British Columbia and the Prairies. Its discount brand No Frills was the most-trusted supermarket in Ontario, while IGA won in Quebec and Sobeys tied with the Superstore in the Maritimes.
"Only in Quebec and Atlantic Canada were non-priced focused brands on top,” BrandSpark president and CEO Robert Levy said in a statement.
“Canadians continue to place value for money at the top of their list of what's most important to them and so it's not a surprise that the supermarket brands offering consistent high value fare so well.”
There were other notable regional differences:
- Shoppers Drug Mart topped the pharmacy and beauty/personal care categories in all provinces except Quebec, where Jean Coutu was most trusted on both categories.
- Walmart was the top department store everywhere except B.C., where The Bay is trusted more.
- The Brick is the most trusted furniture store west of Ontario, but Leon’s dominates Ontario and the Maritimes, and Tanguay wins in Quebec.
- SportChek is the most trusted footwear retailer everywhere except Quebec, where it’s Yellow, and B.C., where it’s a tie between the Nike store, Payless and The Bay. In Ontario, SportChek is tied with Payless.
Check out the complete breakdown of winners at BrandSpark's homepage.
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