[WEBINAR] Unveiling of the 2021 WOW Study

January 19, 2022

Leger, in collaboration with the Retail Council of Canada (RCC), is proud to present the 11th edition of its highly anticipated annual WOW study.

A true specialist in customer experience measurement, WOW evaluates various performance indicators specific to retail businesses. Year after year, it reveals the ranking of the Ontario retailers that offer the best in-store customer experience. In 2021, 13,000 Ontarians were surveyed to identify the strengths and weaknesses of 153 retailers across 20 sectors.

NEW IN 2021

A major new feature of the 2021 WOW study is the analysis of the drivers of a sense of belonging. This dimension of the in-store customer experience has the greatest impact on recommending a retailer across all sectors. In addition, there is a very strong correlation between a sense of belonging and the WOW Index (a score ranging from 0 to 100 that is assigned to each retailer based on their performance on 20 dimensions of the experience such as product quality, price competitiveness, etc.). The top retailers in this year’s ranking all scored well on this dimension compared to other players in their sector.

What is a sense of belonging?

A person has a sense of belonging with a retailer when they identify with a store and embrace its values, mission, actions and the image it conveys. A strong sense of belonging gives the impression of belonging to an organization, being part of its community, supporting it and contributing to its development. A sense of belonging is also associated with a strong emotional connection with the retailer and translates into commitment (loyalty, recommendation, etc.).

Developing a sense of belonging with customers is a wise strategy for retailers to optimize the in-store experience and reap all the benefits.

So, how can you develop a sense of belonging with your customers?


To find out, (re)watch our exclusive webinar below! Our experts revealed 13 drivers of a sense of belonging, and identified the retailers who performed best on this dimension of the customer experience.

The webinar was moderated by Michael LeBlanc, Senior Retail Advisor, RCC, and presented by Christian Bourque, Executive Vice-President, Leger, and Luc Dumont, Vice-President, CPG, Leger, who also unveiled the results of WOW Digital, which evaluates the online customer experience (from online shopping to delivery).

Unveiling of the 2021 WOW Study


Do you want to learn which retailers provided the best in-store customer experience in Quebec? Watch our other webinar by clicking here (this webinar is offered in French only).

Related Posts

Improve Your Brand Reputation With Reputation 2024

Companies evaluated in our Reputation 2024 study can gain access to an exhaustive report detailing their brand reputation. Discover public perception of your organization through the lens of the six pillars of reputation, utilizing a model unique to Léger: financial...

Spring Travel Plans

As winter begins to phase out and spring comes roaring in, Canadians have felt the need to get out of their city and travel to other places. From March 8 to10 2024, we surveyed Canadians on their travel plans for this spring. Download the report to learn more. Key...

Get the latest in your inbox

Stay up to date on cutting-edge research, news and more.