General Merchandise Retailers
Improving the Omnichannel Experience
Link customer experience metrics to financial outcomes for more intelligent improvement planning.
GENRAL 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:
2021
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Companies:
19 major companies, plus aggregate of smaller stores
Benchmarks by Industry
Customer Experience Benchmarks Year-over-Year Industry Trends
| Benchmarks | 2020 | 2021 |
|---|---|---|
| Convenience of store hours | 80 | 81 |
| Quality of mobile app | 81 | 81 |
| Reliability of mobile app (minimal down time, crashes, lags) | 81 | 81 |
| Convenience of store location | 78 | 79 |
| Layout and cleanliness of store | 77 | 78 |
| Variety and selection of merchandise | 77 | 78 |
| Website satisfaction | 77 | 78 |
| Ability to provide brand names | 76 | 77 |
| Courtesy and helpfulness of staff | 74 | 77 |
| Availability of merchandise (inventory stocks) | 74 | 76 |
| Speed of checkout process | 72 | 75 |
| Frequency of sales and promotions | 73 | 74 |
| Call center satisfaction | 72 | 72 |
*Industry averages are weighted by companies’ market shares.
Satisfaction Benchmarks by Company
General Merchandise Retailers
| Company | 2020 | 2021 | % Change |
|---|---|---|---|
| General Merchandise Retailers | 75 | 75 | 0.0% |
| Costco | 81 | 81 | 0% |
| Nordstrom | 80 | 79 | -1% |
| Kohl's | 78 | 78 | 0% |
| Sam's Club (Walmart) | 79 | 78 | -1% |
| Target | 76 | 78 | 3% |
| BJ's Wholesale Club | 77 | 77 | 0% |
| Dillard's | 79 | 77 | -3% |
| JCPenney | 76 | 77 | 1% |
| TJX (Marshalls, TJ Maxx) | 78 | 77 | -1% |
| Burlington | 76 | 76 | 0% |
| Macy's | 77 | 76 | -1% |
| Meijer | 75 | 76 | 1% |
| All Others | 76 | 75 | -1% |
| Ross Stores | 76 | 75 | -1% |
| Belk | 76 | 74 | -3% |
| Dollar Tree | 74 | 74 | 0% |
| Big Lots | 73 | 72 | -1% |
| Dollar General | 71 | 72 | 1% |
| Fred Meyer (Kroger) | 72 | 71 | -1% |
| Walmart | 71 | 71 | 0% |