Press Releases

Leger unveils the rankings for Ontario’s top retailers

Toronto, December 3, 2018. Leger unveils the results of its WOW study ranking Ontario’s top in-store retailers and Canada’s top online retailers.

The WOW syndicated study has been a leader in measuring in-store customer experience for nearly 10 years. This comprehensive, relevant study answers the following: How is the customer base maintained and developed? What are the strengths and weaknesses of a company and its competitors? Which retailers rank highest?

The WOW study measures customer experience at more than 160 retailers across Ontario through an online survey of more than 15,000 Ontarians. The WOW index measures retailer performance in 16 aspects of customer experience, taking into account their relative significance in areas such as product quality, price competitiveness, employee courtesy, store atmosphere, sense of belonging, store proximity, etc.

“Evolving customer expectations are forcing retailers to continuously innovate and look for ways to engage their shoppers. With more to provide in a shrinking physical space, the pressure is on for Canadian retailers. In this dynamic environment, it’s not surprising that the 2018 WOW rankings brought a year of change with retailers being leapfrogged by competitors in the race to surprise and delight shoppers” said Michelle Carter, Senior Vice President, Toronto Office.

Leger has introduced a new category this year in response to the growing online market: the WOW Digital Index. The index assesses the online experience of customers on 116 transactional websites in Canada through an online survey of more than 10,000 Canadians ages 18 and up.

Retailer rankings for the best in-store customer experience in 2018


M&M Food Market

Bath & Body Works


Lee Valley Tools


Retailer rankings for the best online customer experience in 2018


Lee Valley

Chapters Indigo


Data was gathered from mid-September to mid-October 2018.

For more information on the WOW study or to purchase a pre-sale copy, please contact:


Leger is the largest Canadian-owned polling, research and strategic marketing firm with more than 400 employees in six Canadian and US offices. Leger works with prestigious clients such as JJVC, Scientific Games, L’Oréal, Staples, Nebraska Furniture, 7‑Eleven, National Bank, RBC, SNC-Lavalin, Sephora, Alcon, Eli Lilly, Merck, Novartis, Pfizer, Quebecor, Rotary and Uber. For more information:


For more information

Sarah Mottet

Marketing Director – Leger

514-982-2464 #3186