2025 Most Loved Retailer Report appoints Adore Beauty as Australia’s most beloved retailer, bumping last year’s champion THE ICONIC by one point
Power Retail’s second annual ‘Most Loved Retailer’ report is once again revealing Australia’s favourite retailers.
Cosmetics juggernaut Adore Beauty comes in first place this year, rising through the ranks from 6th place in 2024. The reason behind the climb? In addition to providing a seamless online shopping experience, customers are loving the surprise Tim Tam they receive with each purchase, proving that the little perks go a long way in 2025.
Power Retail surveyed over 3,000 Australian respondents – with a qualifier that they must have purchased online from the retailers within the last 6 months – and developed the 35-page report that details the leaders in retail right now and what they are doing to get it right with consumers in today’s highly competitive landscape.
Refining their methodology from last year, Power Retail developed an enhanced index – the Power Retail Index for Customer Experience (PRICE) to calculate a composite score for each retailer, which offers a holistic view of the customer journey. The PRICE score incorporates three industry-recognised metrics:
- Net Promoter Score (NPS): Likelihood to recommend
- Customer Satisfaction (CSAT): Overall satisfaction
- Effort Rating: Ease of interaction.
Based on these, retailers are grouped into four performance categories:
- Champions (High CSAT, High NPS): Outstanding customer satisfaction and advocacy
- Critical Advocates (Low CSAT, High NPS): Recommended by customers, but with areas to improve
- Potential Promoters (High CSAT, Low NPS): Customers are satisfied, but less likely to advocate
- Growth Opportunity (Low CSAT, Low NPS): Underperforming on both fronts.
With a total PRICE score of 248, Adore Beauty took the #1 spot, narrowly edging out THE ICONIC with a score of 247. Rounding out the top ten are Dan Murphy’s, Appliances Online, Kmart, Mecca, Chemist Warehouse, Bonds, Myer, and BCF.
Only four retailers returned to the top ten this year, with Mecca and Bonds joining Adore Beauty and THE ICONIC as repeat players.
Sacha Laing, CEO of Adore Beauty, shares: “From day one Adore Beauty has always strived to deliver an exceptional experience for our customers, and that focus continues to inform our strategy. From maximising the brands and products we carry to the conversations and content we create for our community, our approach to customer education and engagement is always to meet them where they are and empower them to make the right choice for their needs.”
Joanna Robinson, THE ICONIC Chief Marketing Officer, shares: “At THE ICONIC, our purpose is to create a better way to shop, and that commitment drives every decision we make. We set the standards by relentlessly innovating across the customer journey, from free returns to market leading delivery options like our new 24/7 ParcelLockers and the expansion of same-day delivery into Melbourne and Brisbane via our Twilight Delivery service. Our customers trust us for the reliability and flexibility these services provide. We’re always listening and evolving, whether it’s through our personable and responsive CX team, or community listening across our social channels. Ultimately, it’s our tech-first mindset and genuine care for our customers that drive the outstanding feedback and loyalty we’re so proud of.”
Compared to 2024, the factors that gave retailers an edge this year, and ultimately a higher index score came down to a combination of ease, trust, and added perks that keep shoppers loyal and coming back for more.
Rosalea Catterson, Editor at Power Retail, shares: “As the cost of living in Australia continues to rise, consumers are becoming increasingly conscious of how and where they spend their money. The retailers that stand out are those that blend modern convenience with personalised service, offer real value through loyalty programs, and engage customers in meaningful ways. Fast and convenient delivery is also major highlight for several brands, such as THE ICONIC, Appliances Online and Adore Beauty and extra touches like surprise Tim Tams, bonus samples and white glove service elevate the delivery experience and make it memorable.”
Of all product categories surveyed, the top ranked retailers included:
- Fashion & Accessories: Bonds; Country Road; Uniqlo; Foot Locker; Cotton On
- Electric & Office: Appliances Online; JB Hi-Fi; Officeworks; The Good Guys; Dyson
- Home & Décor: Adairs; Spotlight; Pillow Talk; Kitchen Warehouse; Dusk
- Sports & Leisure: Rebel; Adidas; Nike; JD Sports; The Athlete’s Foot
- Health & Beauty: Adore Beauty; Mecca; Chemist Warehouse; Priceline; Sephora
- Department Stores: Kmart; Myer; Big W; Harris Scarfe; David Jones.
Amongst different selling channels and age demographics, the top ranked retailers are:
- Australians between 18-34: Mecca; Adore Beauty; Bonds; THE ICONIC; Bunnings Warehouse
- Australians 34+: Appliances Online; THE ICONIC; Adore Beauty; Dan Murphy’s; BCF.
Catterson adds: “The 18-34 age group places high value on emotional connection and loyalty programs that offer unique experiences and social rewards. These shoppers are influenced by brand storytelling, authenticity and retailers that demonstrate a clear social conscience.
Meanwhile, the 34+ shoppers have convenience front of mind. They rate the brands that deliver on promises like fast, reliable delivery, straightforward returns, and excellent customer service. Retailers that also offer a wide product range and integrate online and offline channels seamlessly by offering click-and-collect, flexible delivery options, and consistent service across touchpoints, are earning higher ratings.”
By Marcus Rossato, Head of Marketing APJ, Klaviyo says, “According to Klaviyo research conducted with marketing guru James Hurman, one of the biggest drivers of high customer satisfaction is customer service. Get it right, and you help develop a strong emotional connection with people. Get it wrong, and you turn people off your brand very quickly.
“Our research shows that exceptional customer service has a greater impact on revenue growth than simply improving customer retention. When customer service and marketing work together, brands can elevate their personalisation, strengthen customer relationships, and inspire people to spend more.”
For more data from Power Retail and to review the full report, please visit: 2025 Most Loved Retailers Report Request – Power Retail: https://powerretail.com.au/2025-most-loved-retailers-report-request/