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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

  • Inaugural year:

    1994

  • Updated:

    annually

  • Most recent data:

    2021

  • Companies:

    19 major companies, plus aggregate of smaller stores

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%

General Merchandise Retailer Benchmarks

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.

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Connect With ACSI

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