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General Merchandise Retailers

Improving the Omnichannel Experience

Link customer experience metrics to financial outcomes for more intelligent improvement planning.

GENERAL MERCHANDISE
RETAILERS

The ACSI has over 25 years of experience analyzing customer satisfaction with general merchandise retailers, interviewing hundreds of shoppers annually. The survey data serve as inputs to ACSI’s proprietary model, which embeds satisfaction within a series of cause-and-effect relationships.

At a glance:

General Merchandise Retailers

  • Inaugural year:

    1994

  • Updated:

    annually

  • Most recent data:

    2023

  • Companies:

    19 major companies, plus aggregate of smaller stores

Satisfaction Benchmarks by Company

General Merchandise Retailers
First Hidden Column Company 2022 2023 % Change
0 General Merchandise Retailers 75 75 0%
1 Kohl’s 78 79 1%
1 TJX (Marshalls, TJ Maxx) 77 77 0%
1 Ross Stores 75 76 1%
1 Belk 74 75 1%
1 Dollar Tree 74 71 -4%
1 Target 78 78 0%
1 BJ’s Wholesale Club 77 80 4%
1 Dillard’s 77 75 -3%
1 Macy’s 76 79 4%
1 Meijer 76 75 -1%
1 Walmart 71 70 -1%
1 Costco 81 82 1%
1 Nordstrom 79 79 0%
1 Sam’s Club (Walmart) 78 81 4%
1 JCPenney 77 76 -1%
1 Dollar General 72 70 -3%
1 Fred Meyer (Kroger) 71 73 3%
1 Big Lots 72 73 1%
1 Burlington 76 74 -3%
1 All Others 75 77 3%

2023 results based on data collected January – December 2022.

General Merchandise Retailer Benchmarks

Customer Experience Benchmarks Year-over-Year Industry Trends

Benchmarks 2022 2023
Accuracy of order fulfillment for pickup 83 84
Ease of pickup process 82 84
Quality of mobile app 81 82
Reliability of mobile app (minimal down time, crashes, lags) 81 81
Speed of order readiness for pickup 81 81
Convenience of store hours 81 80
Convenience of store location 79 79
Website satisfaction 78 79
Layout and cleanliness of store 78 77
Variety and selection of merchandise 78 77
Ability to provide brand names 77 76
Courtesy and helpfulness of staff 77 75
Frequency of sales and promotions 74 74
Availability of merchandise (inventory stocks) 76 73
Call center satisfaction 72 73
Speed of checkout process 75 73

Industry averages are weighted by companies’ market shares.

Connect With ACSI

Connect With ACSI

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