Leger has unveiled its rankings of the best online and instore experiences in its 2025 Wow Digital Study, which is informed by insights from thousands of Canadians.
Department store brand Simons topped the list nationally when it comes to online and mobile app experience, according to the study.
The research insights firm surveyed more than 24,000 Canadians to evaluate the strengths and weaknesses of 298 websites and mobile apps in Canada across 27 different sectors, giving the department store chain top marks.
Digital experience: Simons
1. Simons (95.8)
2. KaseMe (95.4)
3. Mia Bijoux (95.3)
4. Latulippe (92.9)
5. LEGO (92.7)
6. MAC (92.6)
7. SAQ (91.7)
8. Nike (91.0)
9. Chewy (90.9)
10. Shop Santé (90.8)
11. Aerie (90.7)
12. Mesbobettes (90.1)
Leger’s Digital Engagement Index takes into account the proportion of online visitors who have carried out each of eight activities and the frequency with which they are carried out. The more often a digital activity is performed by a large number of visitors, the higher the digital engagement with the company.
The industries with the highest user engagement scores in Canada, and the retailer with the top score in each industry, are:
1. Natural products and supplements (GNC)
2. Lottery and gamins (Bet99)
3. Convenience store (7-Eleven)
4. Grocery (Metro Online Grocery)
5. Beauty (Aesop)
6. Specialized boutiques (Laura Secord)
7. Clothing (Jack&Jones)
8. Financial institutions (National Bank of Canada)
9. Food Delivery (Cook It)
10. Telecommunications (Lucky Mobile)
In-store experience, Ontario: L’Occitane en Provence
More than 11,000 Ontarians were surveyed to identify the strengths and weaknesses of 166 retailers across 21 sectors, with French retailer of body, face, hair, fragrances and home products, L’Occitane en Provence, coming out on top.
The retailers with a score above 90 are included in Leger’s ranking of retailers that offered the best in-store customer experience in the last year.
1. L’Occitane en Provence (95.8)
2. Lee Valley (95.4)
3. Ren’s Pets (95.3)
4. DavidsTEA (95.2)
5. Global Pet Foods (95.1)
6. Lush (95.0)
7. Saje Natural Wellness (94.7)
8. Rx Pharma Choice (94.6)
9. Lindt Chocolates (94.1)
10. Long & McQuade Musical Instruments (94.0)
11. The Body Shop (94.0)
12. Penningtons (93.1)
13. Nespresso (92.7)
14. Kiehl’s (91.4)
Among the other findings: 29% of Ontarians chose to go to a store rather than shopping or buying online because of immediate availability, which was the top answer among respondents. Other responses include trying/seeing a product before buying (23%), discovering new products (16%) and using it as a physical activity (16%).
Leger also revealed that 23% of Ontarians would choose to go to the store instead of online or to a competitor’s store because of exclusive in-store offers.
In-store experience, Quebec: Long & McQuade
More than 16,000 Quebecers were surveyed to identify the strengths and weaknesses of 242 retailers across 26 sectors, with music retailer Long & McQuade earning top place.
The retailers with a score above 90 are included in our list of retailers that offered the best in-store customer experience in the last year.
1. Long & McQuade Musical Instruments (97.5)
2. Lindt Chocolates (96.7)
3. Yves Rocher (96.1)
4. Nespresso (95.2)
5. Camellia Sinensis (95.0)
6. Mia Bijoux (94.7)
7. Claire France (94.5)
8. Titte Frette (93.3)
9. Imaginaire (93.2)
10. Davids Tea (90.2)
11. Familiprix (90.0)
Leger also found that 33% of Quebecers chose to go to a shop rather than shop or buy online because of immediate availability, the most common answer among respondents. Other reasons include trying the product before buying (23%) and discovering new products in-store (16%).
In-store experience, Western Canada: Saje
More than 6,500 Albertans, British Columbians, Saskatchewanians and Manitobans were surveyed to identify the strengths and weaknesses of 76 retailers across 11 sectors, and Saje Natural Wellness was the overall winner.
1. Saje Natural Wellness (96.0)
2. Everything Wine (93.2)
3. Guardian (93.0)
4. Lindt (92.2)
5. Home Alive Pets (92.1)
6. Wine and Beyond (90.0)
7. The Medicine Shoppe (90.0)
