Rebel: Customer-Led Growth Across 90+ Stores
Discover the transformative power of customer feedback with our Rebel Sport Retail CX case study.
Read the Full CX Case Study
90+ Stores
Network-Wide CX Coverage
Closed-loop feedback running across Rebel’s entire Australian network — every shop floor connected into one real-time customer voice.
Live Since 2011
14+ Years of Continuous Improvement
One of Australian retail's longest-running CX programs — embedded from Executive level to the shop floor.
4 Channels
Omni-Channel Feedback Unified
Brick & mortar, website, tablet/mobile, and call centre feedback unified in one platform — no channel blind spots.
Discover How Rebel Utilised Customer Feedback to Transform Their Business
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BEFORE |
AFTER |
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|---|---|---|
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STORE MANAGER EMPOWERMENT |
Store managers disconnected from customer sentiment — issues escalated late or not at all, negative word-of-mouth hard to prevent. |
Real-time alerts give 90+ store managers the tools to close the loop locally — resolving issues before they escalate and turning service recovery into a loyalty moment. |
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COMMERCIAL DECISION-MAKING |
Merchandising, range and service decisions made on intuition — no reliable evidence for what customers actually valued. |
Test-and-learn approach with calculated ROI on every initiative before full roll-out — visual merchandise, ranging, and service decisions validated by customer impact data. |
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INNOVATION SOURCING |
New ideas generated internally, disconnected from what customers actually wanted to see in store. |
Customers co-create and prioritise new ideas via the Resonance Discovery Survey — ranked by Popularity vs Importance, so investment flows to what matters most. |
"The Sports division of Super Retail Group have been using Resonate CX as its partner in gathering insights into customer needs & behaviours for over 5 years.
Resonate CX has been instrumental in assisting the Sports division as it develops further into a true customer centric organisation and we look forward to the future of this ongoing partnership."
Wayne Tozer
Executive General Manager Retail | Sports Division | Super Retail Group
Revolutionise Business Strategy
Empowering 90+ store managers turns feedback into real-time retail decisions
Rebel designed its Resonate CX program around one non-negotiable: store managers must be able to act on customer feedback locally, in the moment. The result is a 90+ store network where service recovery isn't a head office function — it happens at the shop floor, before a bad experience becomes negative word-of-mouth.
Test-and-learn with calculated ROI beats gut-feel transformation
Rebel operationalised a cross-functional test-and-learn approach — setting specific CX objectives, running controlled initiatives, and calculating ROI before investing in full rollout. This turned CX improvement into a commercial discipline, not a cost centre. As EGM Wayne Tozer put it: "we have been able to deploy a test & learn approach to visual merchandise, ranging and overall service initiatives and truly understand the customer impacts of each.
Omni-channel feedback closes the loop before negative word-of-mouth starts
Capturing feedback across brick-and-mortar, web, tablet /mobile, and call centre gave Rebel a unified view of every customer interaction. Coupled with automated manager alerts, it meant problems surfaced fast enough to resolve — converting would-be detractors into promoters instead of losing them silently to competitors.
Cross-referencing CX feedback with loyalty data reveals the full customer picture
Linking Resonate CX feedback to loyalty program data let Rebel see recency, frequency, value, and the exact drivers shaping each customer's Promoter, Neutral or Detractor status. That cross-referenced picture exposed how attitudes shifted across departments, regions, and time — turning abstract NPS into a segmentation engine for merchandising, marketing, and service decisions.
Customers are the richest source of new ideas — when you give them a system to share them
Through Resonance Discovery Surveys, Rebel challenged customers to generate ideas that would improve their in-store experience — and used a Popularity vs Importance matrix to decide which to invest in. Crowd-sourcing innovation turned customers into active partners in the brand's development, not just a sentiment data point.
Executive ownership is the unlock — CX at the top sets the tone for the whole network
Rebel's program succeeded because the Executive team made customer centricity a core value in 2011 — and stuck with it. That top-down commitment is why the program spread across all Super Retail Group brands and has run continuously for 14+ years. CX programs don't scale because of the platform alone. They scale because leadership refuses to let them become someone else's job.
Rebel
rebel is a leading Australian sports retailer offering a wide range of gear, apparel, and equipment for fitness and sporting enthusiasts.
INDUSTRY
Retail
HEADQUARTERS
Australia
PARENT COMPANY
Super Retail Group
Real Feedback. Real Revenue.
Resonate CX turns real-time shopper feedback into fast, confident decisions that grow your business.
We Are the Right CX Partner for You
Speak to us and find out how we can help your business thrive.
Recognised for CX Excellence: Spring 2026
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