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:
2023
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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.