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
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Inaugural year:
1994
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Updated:
annually
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Most recent data:
2024
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Companies:
17 major companies, plus aggregate of smaller stores
General Merchandise Retailers
Satisfaction Benchmarks by Company
| Company | 2023 | 2024 | % Change | Retail Industry |
|---|---|---|---|---|
| General Merchandise Retailers | 75 | 77 | 3% | Overall |
| Macy’s | 79 | 82 | 4% | Department Stores |
| Belk | 75 | 79 | 5% | Department Stores |
| Kohl’s | 79 | 79 | 0% | Department Stores |
| JCPenney | 76 | 77 | 1% | Department Stores |
| Dillard’s | 75 | 74 | -1% | Department Stores |
| TJX (Marshalls, TJ Maxx) | 77 | 79 | 3% | Discount Stores |
| Big Lots | 73 | 78 | 7% | Discount Stores |
| Burlington | 74 | 76 | 3% | Discount Stores |
| Dollar Tree | 71 | 74 | 4% | Discount Stores |
| Dollar General | 70 | 72 | 3% | Discount Stores |
| Target | 78 | 81 | 4% | Hypermarkets |
| Meijer | 75 | 76 | 1% | Hypermarkets |
| Fred Meyer (Kroger) | 73 | 75 | 3% | Hypermarkets |
| Walmart | 70 | 73 | 4% | Hypermarkets |
| Costco | 82 | 82 | 0% | Warehouse Clubs |
| Sam’s Club (Walmart) | 81 | 81 | 0% | Warehouse Clubs |
| BJ’s Wholesale Club | 80 | 80 | 0% | Warehouse Clubs |
| All Others | 77 | 78 | 1% | Other Companies |
Customer Experience Benchmarks Year-Over-Year Industry Trends
| Benchmarks | 2023 | 2024 |
|---|---|---|
| Accuracy of order fulfillment for pickup | 84 | 85 |
| Ease of pickup process | 84 | 84 |
| Quality of mobile app | 82 | 84 |
| Value of store credit card | 83 | 84 |
| Quality of membership benefits and discounts received | 81 | 83 |
| Reliability of mobile app (minimal down time, crashes, lags) | 81 | 83 |
| Convenience of store hours | 80 | 82 |
| Convenience of store location | 79 | 82 |
| Speed of order readiness for pickup | 81 | 82 |
| Website satisfaction | 79 | 81 |
| Variety and selection of merchandise | 77 | 79 |
| Ability to provide brand names | 76 | 78 |
| Layout and cleanliness of store | 77 | 78 |
| Availability of merchandise (inventory stocks) | 73 | 77 |
| Courtesy and helpfulness of staff | 75 | 77 |
| Call center satisfaction | 73 | 76 |
| Frequency of sales and promotions | 74 | 75 |
| Speed of checkout process | 73 | 75 |
Industry averages are weighted by companies’ market shares.
2024 results based on data collected January – December 2023.