5 things Australia’s favourite brands can teach business owners about customer love

Do you wonder why some brands have customers who’d walk over hot coals to recommend them, while others barely rate a mention? Well, Power Retail’s new Most Loved Retailers 2025 report spills the tea.

After surveying 3,093 Aussie shoppers and crunching the data across Net Promoter Score (NPS), Customer Satisfaction (CSAT) and Effort Rating, the report reveals the retailers Australians adore most, and more importantly, what they’re doing right.

And guess what?  The results are in, and you don’t need a mega-warehouse or a marketing budget that could fund a small country to make an impact with customers.

The winners: Speed, service and surprises

Adore Beauty takes out the crown with a PRICE score of 248, thanks to “stellar service, speedy delivery, and a rich, user-friendly shopping experience”

Shoppers raved about  fast deliveries: “arriving in 1–3 days, made even more special with surprise Tim Tams and samples”

Close behind is THE ICONIC, praised for “fast delivery, free returns, and exclusive collections” as well as being the “easiest and most accessible shopping experience in the  rankings” thanks to its ultra-low effort score of 1.45

Dan Murphy’s, Appliances Online, Kmart, and MECCA also appear in the top tier, each doing something consistently well: making it simple for customers to get what they want, when they want it, and without any faffing about.

Beneath the rankings, the report is suggests customer love in 2025 is earned through ease, real value, and meaningful connection. So what can small businesses learn about customer experience from these beloved brands?

5 lessons on customer love

1: Make it frictionless

Aussies are tired and time poor. Customers are rewarding brands that make life easier. With flexible work, long days, and the general chaos of modern life, convenience is king. The report suggests that shoppers “place a higher premium on convenience” and respond positively to “streamlined shopping experiences, such as click-and-collect, mobile payment options, and fast delivery”.

THE ICONIC has doubled down on this approach with same-day delivery and 24/7 ParcelLockers.

“Our purpose is to create a better way to shop… Our customers trust us for the reliability and flexibility these services provide,” explains CMO Joanna Robinson.

Small businesses can supply a similar level of service without having to invest in advanced logistics. Try removing unnecessary steps in the customer journey, offering delivery windows you can honour, answering customers promptly, and making returns straightforward rather than something that triggers a migraine. When customers repeatedly think, ‘That was easy,’ then you’re on the right path.

2: Loyalty programs must actually reward loyalty

Customers are savvy. They know when a ‘loyalty program’ is just a marketing list in disguise. The report highlights that brands that recognise and reward loyalty, especially in tough economic times, build far stronger long-term relationships. It points to programs that deliver exclusive discounts, personalised offers, early access to sales, and rewards like birthday treats or special events as the ones customers truly value.

MECCA’s Beauty Loop is a standout, making customers feel like VIPs with tailored gifts, samples and event access. My Dan’s and Myer One also shine, offering personalised insights and member-only perks that keep people coming back.

Small businesses can adopt the same mindset by giving customers something meaningful when they return: early access to new products, thank-you gifts, a birthday perk or personalised recommendations based on what they’ve bought before. Real loyalty is created when customers feel appreciated, not harvested for data.

3: Create personalisation, not creepy-isation

The report shows that when personalisation is done well, it builds trust and makes shopping feel thoughtful rather than transactional. MECCA excels by ensuring “every touchpoint feels thoughtful and elevated,” offering “tailored recommendations, educational content, and inclusive marketing” that meets customers where they are

Adore Beauty carries the same ethos.

“Delivering an exceptional customer experience… is not an ambition, it’s a non-negotiable – fundamentally it’s in our DNA!,” says CEO Sacha Laing.

For small businesses, personalisation doesn’t require tracking customers across the internet. It can be as simple as remembering repeat buyers, offering product suggestions based on past purchases, or creating helpful content that genuinely assists customers before they buy.

4: Small touches matter

One of the report’s clearest messages is that tiny moments of delight have an oversized impact on brand love. Adore Beauty’s Tim Tam is iconic for a reason. Power Retail points out that these “extra touches” can “elevate the delivery experience and make it memorable”

Appliances Online does this at scale by turning large-item purchases into a stress-free experience through “free installation and removal” and reliable, friendly support that extends long after the checkout button has been pressed

Any business, regardless of size, can adopt the same philosophy. A handwritten thank you, a follow-up message that isn’t trying to sell something, or a small unexpected inclusion can make customers feel genuinely valued. It’s these moments that turn occasional buyers into devoted advocates.

5: Authentic community beats marketing

The report also highlights the power of authenticity. Adore Beauty wins trust by “championing real customer reviews” while Bonds connects through “inclusive marketing… and a focus on sustainability” that aligns with “modern Aussie values”

Power Retail notes there is a trend among younger consumers to “seek purpose-driven brands that reflect their identity and values” and respond to “brand storytelling and authenticity” over traditional marketing and ads with hard sells.

This indicates business owners need to focus on being real. Show the humans behind your brand. Share your values. Let customers see what you stand for. Authenticity matters. People buy the why as much as the what.

The report concludes that fostering customer love doesn’t come down to luck. It’s part of an intentional strategy that every business should cultivate.

“Success lies in delivering genuine value, seamless omnichannel experiences, and personalised service that builds trust and loyalty.”

This post first appeared on Business Builders. You can read it here.

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